MASTER 

NEGATIVE 
NO.  94-821 20- 14 


COPYRIGHT  STATEMENT 


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Author 


MacGregor,  Theodore 
Douglas 

Title: 

Two  thousand  points  for 
financial  advertising 

Place : 

New  York 

Date: 

[1912] 


Qa-^5tQDM^ 


MASTER    NEGATIVE   # 


COLUMBIA  UNIVERSITY  LIBRARIES 
PRESERVATION  DIVISION 

BIBLIOGRAPHIC  MICROFORM  TARGET 


ORIGINAL  MATERIAL  AS  FILMED  -    EXISTING  BIBLIOGRAPHIC  RECORD 


S53«6 

M17'. 


MacGregor,  Theodore  Douglas,  1879- 

Two  thousand  points  for  financial  advertising,  by  T.  D. 
MacGregor  ...  New  York,  The  Bankers  publishiner  co. 
fl912] 

136  p.    19r".    |.  $150 


l^Ajliiertising— Banks  and  banking.       jl.  Title. 

I)       HF6161.B2M2 


Library  of  Congress 
Copyright    A  309774 


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2000  POINTS 

FOR   FINANCIAL 

ADVERTISING 

By  T.  D.  MacGREGOR 


r*- 


Columbia  ^Hntbersittp 

in  rtje  Citp  of  ^eto  |?orfe 


LIBRARY 


School  of  Business 


TWO  THOUSAND  POINTS  FOR 
FINANCIAL  ADVERTISING 


BY 

T.  D.  MacGREGOR 

Author  of  ••  PUSHING  YOUR  BUSINESS  " 


THE  BANKERS  PUBLISHING  CO. 
253  Broadway,  New  York 


\ 


Copyrisbt,  1912 
The  Baakera  Publithins  Company 


)  a  -  I  •  '  '^  *^ 


.uua-^-<i 


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Introduction 

'THHE  purpose  of  this  book  is  to  provide  a  handy  compendium  of 
-'■  ideas  and  phrases  suitable  for  use  in  the  preparation  of  finan- 
cial advertising  matter — whether  newspaper  or  magazine  advertise- 
ments, booklets,  circulars  or  "form"  letters.  It  is  meant  to  be  a 
companion  book  to  the  author's  "Pushing  Your  Business,"  which  is 
more  of  a  text-book  on  this  subject. 

The  points  brought  out  in  the  various  chapters  are  largely  such 
as  have  been  used  by  the  author  in  his  long  experience  as  a  plan- 
ner and  writer  of  financial  advertising. 

It  is  scarcely  necessary  to  explain  how  the  book  can  be  used,  as 
that  will  readily  suggest  itself  to  the  reader  who  has  any  occasion 
whatever  to  use  the  printed  or  typewritten  page  as  a  means  of 
soliciting  business. 

One  way  that  may  not  occur  to  the  reader  without  suggestion, 
however,  is  lo  use  the  volume  as  a  "paragraph  book"  in  dictating 
letters  in  the  regular  course  of  business.  For  this  purpose,  it  will 
save  time  and  secure  more  effective  letters  than  might  otherwise  be 
the  case. 

In  the  author's  earlier  work,  "Pushing  Your  Business,"  are  to  be 
found  detailed  suggestions  as  to  the  preparation  of  copy  and  the 
choice  of  mediums  for  financial  advertising.  In  this  place  there  is 
only  space  to  recapitulate  briefly  some  of  the  salient  points  which 
enter  into  successful  financial  advertising. 

COPY  should  be  strong,  truthful,  interesting,  clear,  concise,  in- 
formative, and  attractively  set  up.  It  should  not  be  formal,  stilted, 
verbose  or  heavy.  The  creator  of  the  advertisement  should  aim 
first  to  make  the  announcement  so  attractive  that  it  will  be  seen, 
and,  secondly,  so  convincing  that  it  will  inspire  prompt  and  favor- 
able action  on  the  part  of  the  reader.  A  uniform  style  of  typo- 
graphical set-up  should  be  adopted,  including  a  trade-mark  emblem 
if  possible,  but  the  copy  should  be  changed  with  each  insertion, 
thus  combining  fresh  interest  with  cumulative  value. 

MEDIUMS — There  are  many  mediums  which  the  financial  adver- 
tiser can  advantageously  use — newspapers,  magazines,  booklets, 
calendars,  circulars,  form  letters,  novelties,  street  cars  and  bill- 
boards. Unquestionably  the  most  valuable  medium  for  the  average 
bank  or  investment  house  is  the  daily  newspaper.     But  all  mediums 


OH  or 


Fmt  Nadonai  Bank 

MOVOJL  ALABAMA 


INDEPENDENCQ 


SUPPOSE  TOO  iMd  been  "mrkinc  ■«■/• 
im(  *  G(Mpi>i)<  dollan  ■  wcckfor  i^  pawS?. 
WouWooi  Itl^  I^Ot  b*  vtry^Kc  to  have 

HAVK'^oo  Mred  enough  to  afford  a  vae^ 
(ion,  to  aa  lo  nt  from.itie  ueadrciDd.' 
Make  up  your  pund  that  you  will  one  year 
from  to-day  be  Mt  to  aiuwer  "Yea." 

START  yoor  mhag  KcoBM-wiih'ui  Moo- 
day.    Save  alf  you  can  and  ««  will  add  S^b 
■n(cr«(t.{0pipotiaded  every  tixmonihs. 

National 
State  and  Gty  Bank 


IS 


ii  to  MHM  •!  liappMMtt. 

^*  tm  i%  <"!■»■  Had  Umm  « 


Home  Savings  Banlc, 

7Ui  St.  anJ  AUaa.  Av*.  N.W. 


Rk  aa«  N  Sf.  M.e.      4ja  Tit.  St.  t.W. 


When  your  boy 
M  twenty-one 


«*r   iM   <rli<<k   ••  ««•  ii*« 
f4«»lM    Mvian    ml]    #aw 


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II 


Merchants  and  Mechanics 
SAVINGS  Bank 

HM»im>  PaA>».»IOwM.  S««*»6i« 


LIT   V»   »•■«•    t*« 


TktMMmWMlMiltMk 
««  •XMNan* 


National  Sha%nnut 


•  »^H  Bank   ■— 

f  f_"*                    (laaaiaiaa 

BANK  YOUR  MONEY  BEFORE  YOU  MARRY 


T  i 


It  vol.  ( 


I  Bant  ioia  n4T 


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rvM  M  ^  •«•  II  lin  to  rM«  •*  1^  ibUna  >  •  <ur  ■■■III.  ••» 
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Itoaa^  Mb  l>a  Wi>aJ  UM  tta*  faa  Bate  aM  auW  tta  talana  ha  nmaa 

nBK  aan  at  aaa  aaas. 

The  Citizens  National  Bank 

lemma  lunopai,  fua  aLoac 


The  Old  Story  of 
•n  Old  Folly 

nUD  Mtar'a  »a».«.  tmi  f^   "• 

Jt^UrwWl  *a  aM  •a.T  at  Oa  fm- 
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WWm  (irb  Bkaaan  In  a  ••  iaanp' 

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■  ■ig  Mia  al  KM  par  yaw.  a«a  ««« 
^^la  lyaaaai  r 1 1  alaj  *la  |i^  '«" 

la  Uaw  Taw  CtMWKir  PvT«M>M 


r»»>;  M»  HtltlmnP»ll»" 


TERLI^GBA^Ii 


• 


I 


No.  1.    Some  Bank  Ads.— Mostly  Good  Ones. 


INTRODUCTION  5 

have  strong  points  in  their  favor  and  the  advertiser  ought  to  inves- 
tigate each  of  them  thoroughly. 

INSERTIONS — A  regular  annual  appropriation  for  advertising 
should  be  made,  and  the  object  should  be  to  secure  as  frequent  in- 
sertions of  a  fair-sized  advertisement  as  possible  with  that  appro- 
priation. If  you  can  afford  to  pay  for  "position"  in  the  newspaper 
("top  next,"  "top  surrounded,"  etCa,)  so  much  the  better.  Figure 
it  all  out  in  advance  with  the  aid  of  the  newspaper's  advertising 
rate  card.  Be  sure  that  you  see  proofs  of  each  advertisement 
before  it  is  inserted,  and  insist  on  good  set  upa  Show  the  pub- 
lisher you  know  what  you  want,  and  then  you  are  quite  likely  to 
get  it. 

And  above  all  things,  be  consistent,  insistent  and  persistent  in  your 
advertising. 

The  points  mentioned  are  well  brought  out  in  the  groups  of 
bank  advertisements  reproduced  herewith,  and  the  author's  com- 
ments thereon,  which  appeared  originally  in  the  Banking  Publicity 
Department  of  "The  Bankers  Magazine." 

ILLUSTRATION  NO.  L 

FIRST  NATIONAL — A  quite  timely  advertisement  to  use  in  Novem- 
ber. The  illustration  is  h  very  cheering  one  and  brings  home  the  Thanks- 
giving lesson  that  money  makes  the  turkey  roast  as  \n^ll  as  it  makes  the 
mare  go. 

NATIONAL  STATE  AND  CITY— Next  is  a  fourth  of  July  ada, 
which  makes  a  clever  appeal  to  the  man  whose  thoughts  are  turning 
vacationward.     A   well  displaye<l  advertisement, 

HOME  SAVING.S— Emerson  said,  "Concentration  is  the  secret  of 
strength."  Here  is  a  concentrated  aiid  therefore  a  strong  ad.  The  way- 
faring man,  ihoiijrh  a  fool,  iieed  not  err  in  .seeing  the  point  of  this  adver- 
tisementa  The  "SAVE"  is  almost  as  startling  a  portent  as  the  "In  Hoc 
Signo  Vinces,"  which  tradition  says  Hashed  in  the  sky  for  the  Emperor 
Constantine  and  directed  his  future  course. 

MERCHANTS  AND  MECHANICS  SAVINGS— This  "gets  right 
down  to  brass  tacks"  and  shows  just  what  systematic  saving  will  do  when 
carried  on  over  a  period  of  years  by  means  of  a  savings  account.  It  like- 
wise makes  a  strong  appeal  to  parental  affection. 

COMMERCIAL  NATIONAL— A  special  ad.  of  special  service.  It 
ought  to  pull  business  from  banks  needing  that  kind  of  servicCa 

NATIONAL  SHAWMUT— A  very  symmetrical  advertisement  con- 
taining some  strong  figures.  It  suggests  the  question,  however,  if  the 
$12,828,161.69  is  really  the  total  protection  for  depositors.  Is  not  the 
collateral  held  against  the  bank's  loans  also  to  be  considered  in  the  light 
of  protection  to  depositors? 


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MOMULALA 


No.  2.    Long  Ads.  and  Short  Ad9. 


INTRODUCTION  7 

CITIZENS  NATIONAL  BANK  -It  is  a  safe  bet  that  a  married  man 
wrote  this  ad.  He  has  proved  in  his  own  experience  the  folly  of  the 
statement  that  "two  can  live  as  cheaply  as  one."  But  "Bank  at  our  bank** 
is  not  enough.  Please  explain  why  your  bank  should  be  chosen.  That  is, 
give  some  reasons  for  choosing  the  Citizens  National  in  preference  th 
other  institutions. 

UNION  TliU.ST  COMPANY— Nothing  to  say  about  this  except  that 
it  is  short  and  to  the  point. 

STERLING  BANK — Good  display,  but  some  ambiguity  in  the  text. 
Probably  it  is  all  classes  of  bankipg  business  that  is  meant,  although  it  is 
not  said. 

UNION  NATIONAL— Blowing  the  horn  a  little,  but  we  guess  it  is 
justifiable  in  an  institution  with  surplus  and  profits  over  eight  times  its 
capital. 

MANUFACTURERS  NATIONAL— This  is  a  good  idea.  Take  the 
dictionary  and  go  down  through  and  pick  out  definitions  that  may  apply 
to  your  bank,  although  a  closer  connection  than  is  brought  out  in  this 
advertisement  would  be  desirable. 

ILLUSTRATION  NO.  2. 

CITIZEN'S  CENTRAL  ANIv  MANHATTAN  TRUST— Illustrating 
what  advertisers  would  call  "bully"  position.  It  is  "top  surrounded,'*  and 
on  the  front  page  at  that.  Notice  the  specially  good  position  the  Citizens 
ad.  got — right  next  to  a  news  story  on  national  banks.  The  typography 
is  good,  too,  but  it  is  sad  to  reflect,  however,  that  these  very  valuable 
spaces  were  used  for  nothing  better  than  the  most  formal  and  stereotyped 
form  of  bank  advertisement. 

ROCKVILLE  CENTRE— We  rather  think  this  bank  has  "put  one 
over'*  on  its  metropolitan  contemporaries  just  referred  to  as  far  as  getting 
some  real  human  interest  and  convincing  argument  into  its  advertisement 
is  concerned.  The  big  banks  have  nothing  on  the  smaller  one  in  set-up 
cither.  Tlie  padlocks  make  a  pretty  border  and  convey  some  idea  of 
security,  but  the  outline  of  a  steel  vault  door  would  be  better  for  a  bank. 
A  padlock  might  bother  a  chicken  thief,  but  not  a  yeggman. 

NORTHERN  TRUST  CO.  BANK— M^e  can't  see  where  there  is  any- 
thing to  criticise  in  this  advertisement.  We  admire  the  courage  of  these 
Chicago  banks  in  using  such  large  space.  This  ad.  was  115  lines  by  two 
columns,  and  we  venture  to  say  that  it  dominated  the  page  on  which 
it  appeared. 

FARMERS  LOAN  AND  TRUST  AND  FIRST  NATIONAL  BANK 
— Too  much  matter  and  too  fine  type.  If  you  feel  that  you  must  adopt 
the  essay  style  of  copy  it  is  better  to  do  the  way  the  First  National  Bank 
of  Montgomery  does  in  the  next  ad.  It  is  tiresome  for  the  eye  to  follow 
across  a  long  line  of  type,  especially  if  it  is  small.  It  is  better  to  use 
larger  tj'^pe  and  narrower  column  measure.  The  First  National  has  fol- 
lowed Arthur  Brisbane  and  William  C.  Freeman  in  the  liberal  use  of 
caps  for  emphasis. 

CH ARTIE RS  TRUST— The  connection  between  a  bank  account  and 
a  flying  machine"  is  not  apparent  at  first  sight,  although  occasionally  there 


8 


INTRODUCTION 


is  a  high  fl5'er  in  the  banking  field.  This  ad.  is  a  hodge-podge.  Tliat  is 
the  best  we  can  say  for  it.  We  commend  to  the  person  responsible  for  it 
that  line  in  his  own  copy,  "Read!  Reflect!  Resolve!"  Let  him  read  soma 
good  book  on  advertising,  reflect  on  the  fundamental  principles  it  lays 
down  and  resolve  never  ag-ain  to  perpetrate  upon  a  conftding  public  any- 
thing like  this  "advertisement." 

UNION  SAVINGS— The  writer  of  this  headline  has  summoned  "apt 
alliteration's  artful  aid,"  but  "wallowing"  in  wealth  does  not  strike  us  as  a 
suitable  metaphor  to  use  in  a  savings  advertisement.  A  pig  wallows.  The 
term  cannot  be  applied  to  a  human  being  in  any  desirable  sense.  How 
much  more  sensible  and  to  the  point  is  that  illustration  used  in  the 
Northern  Trust  Comj)any  Bank  advertisement  above,  or  how  much  better 
it  would  be  to  represent  a  happy  old  age  free  from  want,  a  man  owning 
his  own  home,  a  boy  goiiig  to  college,  or  a  score  of  other  ideas  with  some 
sweetness  and  light  in  tliem ! 

UNITED  NATIONAL— A  (rouple  (»f  specimens  from  a  series  of 
"bullseye"  advertisements  prepared  for  this  bank  by  the  Publicity  Depart- 
ment of  the  Bankers  Publishing  Company. 

FEDERAL  TRUST— llatlier  conventional  copy  and  nothing  new 
about  the  design.  The  trade-mark  emblem  of  this  institution  is  good,  but 
wherein  lies  the  appropriateness  of  usiner  Egyptian  architecture  in  the 
design  for  a  modern  trust  com]>any  advertisement? 


While  this  book  is  copyrighted,  it  is  not  the  intention  of  the 
publishers  to  prevent  any  financial  or  investment  institution  from 
using  in  its  own  advertising  any  of  the  points  it  'contains.  In 
fact,  the  purpose  of  the  book  is  to  furnish  such  advertisers  with 
ideas  and  phrases  for  use  in  preparing  their  own  advertising  mat- 
ter. The  copyright  is  meant  solely  to  protect  the  contents  of  this 
book  from  being  sold  again  by  unauthorized  persons. 


T.  D.  MacGREGOR. 


New  York,  March,  I912. 


Contents 


PAGE 

Introduction    S 

CHAPTER    I 
Savings  Bank  Advertising    11 

CHAPTER    II                        i 
Commercial   Bank   Advertising    57 

CHAPTER    III 
Trust  Company  Advertising    99 

CHAPTER    IV 
Safe   Deposit  Advertising    121 

CHAPTER    V 
Investment    Advertising    129 


i  1 


CHAPTER    I 


Savings  Bank  Advertising 


I 


Build  up  a  fund  for  the  future,  to  be  prepared  for  its  oppor- 
tunities and  emergencies — possibly  for  its  actual  necessities. 

Resolve  to  set  aside  part  of  your  income  every  week  and  de- 
posit it  in  a  savings  account,  where  it  will  be  safe  and  earning  in- 
terest for  you. 

After  a  year  of  practising  common-sense  thrift  you  won't  know 
the  difference  as  far  as  the  comfort  and  pleasure  you  have  had  is 
concerned,  but  you  will  see  the  difference  from  your  old  way  of 
living  in  the  matter  of  your  substantial  resources. 

Systematic  saving  is  the  life  plan  of  countless  thousands  of  per- 
sons who  have  worked  out  their  own  economic  salvation. 

This  bank  takes  care  of  your  savings,  pays  you  good  interest  on 
the  money,  and  when  you  get  ready  to  invest  your  surplus,  we  stand 
ready  to  give  you  unprejudiced  advice  as  to  how  to  put  it  out  to 
the  best  advantage. 

The  difference  between  the  successful  man  and  the  failure  in 
financial  matters  is  usually  the  fact  that  one  is  systematically 
thrifty  of  his  energy,  his  time  and  his  money,  while  the  other  is 
not. 

These  are  sure  rules  for  success — work  hard  and  honestlv,  save 
part  of  your  income  regularly,  and  deposit  your  savings  in  a 
strong  bank,  where  they  will  work  for  you  constantly  and  profit- 
ably. 

Without  contentment  and  an  easy  mind,  no  man  is  really  happy 
or  successful  in  his  work.  Save  some  of  your  money  as  a  prudent 
man  ought  to,  and  it  will  make  the  future  bright  before  you,  in- 
stead of  gloomy. 

Henuv  Dexter,  a  successful  New  York  merchant,  said:  "Make 
it  the  rule  and  practice  of  your  life  to  set  aside  and  save  a  part 
of  every  dollar  you  earn  or  receive,*'     It  will  pay  any  person^ 

11 


12        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

whether  wage-earner,  salaried   person   or  business  man,  to  follow 
this  advice.    Does  not  your  own  common  sense  approve  of  the  plan  ? 

Some  of  the  foremost  men  in  every  walk  of  life  have  gone  on 
record  as  to  the  great  benefits  of  systematic  thrift — Washington, 
Lincoln,  Gladstone,  Bismarck,  Roosevelt,  Carnegie,  Wanamaker, 
Rockefeller,  Hill,  and  scores  of  others  of  equal  prominence  and 
successful  attainments,  have  preached  and  practised  industry  and 
thrift. 

Right  in  this  community,  inquire,  look  around  you,  and  you  will 
find  that  the  practice  of  thrift,  directly  or  indirectly,  has  been  the 
prime  cause  of  the  success  of  a  great  many  of  those  who  have 
reached  the  goal  of  affluence. 

Real  estate  options,  sales,  mortgages,  rentals — these,  all  mean 
profit  to  someone,  but  never  to  the  man  who  has  no  money  saved. 

The  cost  of  high  living  is  as  important  a  question  for  the  Amer- 
ican people  to  consider  as  the  high  cost  of  living.  It  behooves  us 
to  stop  and  consider  in  these  times  the  wisdom  of  old-fashioned 
thrift. 

This  bank  stands  in  this  community  as  a  perpetual  reminder  of 
the  importance  of  stemming  the  tide  of  present-day  extravagance 
by  having  an  anchor  to  windward  in  the  shape  of  a  savings  bank 
account. 

"Concentration  is  the  secret  of  strength,"  said  Emerson.  A 
man  of  only  average  ability,  with  concentration,  can  accomplish 
more  than  a  man  of  unusual  talents  who  lacks  that  power.  When 
a  man  is  extravagant  he  permits  his  mind  to  be  distracted  from 
the  really  important  things  in  life. 

If  you  have  a  good-sized  surplus  in  a  savings  account  the  inter- 
est it  earns  will  materially  help  you  to  meet  your  expenses.  If 
your  account  is  small  there  is  all  the  more  reason  for  you  to  make 
it  grow. 

Business  houses  want  their  employes  to  save  money^  and  are  anx- 
ious to  promote  those  who  can  manage  their  own  incomes  wisely. 

One  of  the  very  greatest  aids  to  thrift  is  an  interest-earning 
savings  bank  account,  because  it  makes  you  systematic  and  pro- 
vides vou  with  an  incentive  to  save. 


SAVINGS    BANK    ADVERTISING 


13 


I 


i 


i 


1 

V 


One  of  the  best  ways  to  get  out  and  keep  out  of  a  rut  is  to  have 
some  fixed  object  to  work  for.  Save  money  for  some  definite, 
worthy  object  and  you  will  find  it  is  comparatively  easy,  while  with- 
out such  an  aim  it  is  hard.  Try  the  savings  bank  account  method 
of  getting  ahead  in  the  world. 

The  anticipation  of  a  future  competence  takes  away  the  sting 
of  present  toil  and  self-sacrifice.  If  you  have  a  vision  of  what 
you  want  to  have  or  be,  work  and  save  now  and  you  can  accom- 
plish it. 

Are  you  looking  far  enough  ahead  to  be  willing  to  do  without, 
some  things  now  for  the  sake  of  having  them  with  interest  later  on? 

Sometimes  it  requires  unusual  courage  to  say:  **I  can't  afford 
it,"  but  having  that  courage  brings  its  own  reward.  There  are 
countless  men  and  women  throughout  the  country  who  are  thankful 
they  early  learned  that  lesson. 

Having  a  savings  bank  account  is  one  of  the  best  possible  in- 
centives to  saving.  If  you  have  one  started,  keep  it  up.  If  you 
have  not  opened  one,  come  into  this  bank  at  your  earliest  con- 
venience and  find  out  about  it. 

Put  something  into  the  bank  every  week,  even  if  the  amount  is 
small.  You  will  find  that  such  regular  savings  accumulate  rapidly 
and  the  money  thus  saved  will  come  in  very  handy  some  time  when 
vou  need  it  worse  than  you  do  now. 

It  is  the  strong  and  confident  man  that  gets  ahead,  and  nothing 
gives  one  greater  confidence  than  to  have  money  in  the  bank. 

With  money  saved  and  in  the  bank  you  will  not  be  afraid  or 
unable  to  take*  advantage  of  opportunities  when  they  come  to  you, 
nor  will  the  future  look  dark  before  you,  because  the  fear  of  de- 
pendence will  have  been  removed. 

It  takes  at  least  two  to  make  household  economy  a  practical 
thing.  The  question  of  money  need  not  cause  domestic  trouble  if 
family  finance  is  put  on  a  fair  basis  of  co-operation  on  the  part  of 
all  concerned. 

Every  surplus  dollar  not  actually  hidden  away  is  earning  money 
for  somebody.  Ask  yourself  seriously  now,  "Have  I  any  surplus 
money  working  for  me?" 


U        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Money  saved  from  your  earnings  is  insurance  against  failure 
because  the  cash  is  a  very  handy  thing  for  an  emergency  or  op- 
portunity. Then  there's  the  stiffening  of  the  moral  backbone  and 
the  development  of  the  judgment  which  are  sure  to  come  with  the 
practice  of  thrift. 

Those  who  have  habits  of  industry  and  wise  economy  are  the 
only  really  happy  persons.  Industry  and  thrift  are  surely  re- 
warded. The  bank  adds  a  stimulus  to  saving  by  the  addition  of 
interest  year  after  year. 

The  value  of  saving  with  an  object  in  view  is  proved  by  the 
success  of  the  many  thrifty  persons — especially  those  on  wages  or 
salary — who  acquire  ownership  of  their  own  homes  on  the  monthly 
payment  plan.     You  can  save  if  you  have  to  save. 

The  success  of  your  children  to  a  large  extent  will  depend  upon 
the  start  you  give  them  when  they  are  young.  It  is  not  the  amount 
of  money  you  leave  them  so  much  as  it  is  the  kind  of  habits  they 
learn  from  you.     Are  you  teaching  them  to  save  money} 

The  thrift  habit  has  been  at  the  root  of  most  business  successes. 
Are  you  going  to  give  your  children  a  start  and  encouragement 
along  this  line.'* 

The  dollar  a  cliild  saves  out  of  his  own  pocket  money,  if  placed 
in  the  savings  bank,  where  he  can  see  it  grow,  means  more  than 
just  a  little  money  saved  up.  It  will  mean  the  firm  establishment, 
early  in  life,  of  the  habit  of  thrift,  which  will  mean  a  great  deal 
all  through  his  career. 

Savings  banks  deal  largely  with  women,  not  only  because  the 
men  are  busy  during  the  regular  banking  hours,  but  because,  as  a 
rule,  the  women  are  the  "saving  element"  in  the  family. 

Put  a  limit  on  your  spending  and  hand  the  rest  over  to  your 
wife.  Let  her  run  the  house  and  start  a  savings  account  in  this 
reliable  institution,  which  has  helped  so  many  thrifty  persons  in 
this  community. 

Money  is  a  hard  worker  if  you  give  it  a  chance.  Save  as  much 
of  it  as  you  can,  without  being  miserly  or  doing  without  things 
that  you  or  your  family  ought  to  have.  Then  put  it  into  this  strong 
bank,  where  it  will  be  safe  and  busy  earning  interest  for  you. 


\ 


SAVINGS    BANK    ADVERTISING 


15 


The  tendency  sometimes  is  to  give  up  attempts  to  save  money 
when  it  seems  hard  to  accomplish  the  result.  Save  five  per  cent, 
of  your  income  if  you  cannot  do  any  better,  but  save  something, 
and  let  this  bank  help  you  with  —  per  cent,  compound  interest. 

With  your  surplus  money  in  a  savings  bank  you  can  always  get 
it  when  you  want  it,  and  you  are  sure  that  it  is  safe  and  profit- 
ably employed. 

Some  "investments"  offer  little  chance  of  the  investor  getting 
his  money  back.  Even  with  legitimate  investments  it  is  often  hard 
to  get  your  money  back  quickly.  While  you  may  not  often  feel 
like  drawing  upon  your  savings  in  the  bank,  it  is  quite  a  com- 
fortable feeling  to  know  that  you  can  get  at  your  money  quickly 
in  case  of  need. 

A  GOOD  way  to  save  money  is  to  imagine  that  your  income  is 
smaller  than  it  is  and  put  away  the  difference.  You  probably  will 
find  that  you  can  live  well  on  less  money  than  you  are  spending 
now. 

Put  the  difference  between  your  income  and  outgo  into  this  bank. 
Then  you  will  be  getting  ahead  financially  instead  of  standing 
still  or  running  behind. 

Even  as  the  most  successful  business  enterprises  are  the  best 
organized  and  managed,  so  the  individual  who  uses  forethought  anc? 
system  in  the  handling  of  his  personal  financial  affairs  is  the  most 
likely  to  make  satisfactory  progress. 

The  thrifty  man  will  surely  get  ahead.  One  of  the  greatest 
helps  to  systematic  thrift  is  a  savings  bank  account  because  it 
gives  you  a  safe  place  to  keep  your  savings  and  enables  your 
money  to  earn  liberal  interest  for  you. 

The  salaried  man  or  wage-earner  can  only  figure  his  year's  profit 
on  the  basis  of  the  amount  of  money  he  has  saved  during  the 
twelve  months.  Can  you  figure  a  profit  or  must  you  figure  a  loss 
on  your  year's  work.^ 

Dividends  are  paid  by  net  earnings,  not  by  gross  revenues. 
Money  made  is  net  profit,  not  income.  If  you  are  not  a  dividend- 
payer  now,  put  yourself  on  a  dividend-paying  basis  by  starting  a 
savings  bank  account  as  soon  as  you  can,  setting  aside  every  week 
a  definite  proportion  of  your  income  to  form  a  reserve  fund. 


I 


16        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

"lUZ  t'llJH--"' '''' """"  ^»"  ^""  y-  -'"  »'-y»  ^ 

There  is  no  other  investment  where  one  can  get  at  his  money 
so  quickly  as  m  a  sayings  account.  Only  under  the  most  cxtraordT 
?ZL""'''T-"^^V'  *'r'"  """  ""y  'J"fi'="'ty  'Whatever  in  a  sav- 

w  Jr^  ""f  ''"^»  *'"**  '"''""  y""  '"'^*'  """^y  '"  the  bank  you  won't 

Z!"  f     J^'^u  r\  ""  ""-'■  ^"K'"  P'^*«*-     "  «"1  be  a  real  ne- 
cessity that  will  lead  you  to  spend  money  when  you  have  it  in  the 

bank.     For  that  reason  it  will  make  you  permanently  better  oiT 
to  become  a  savings  depositor.  '        r  J 

If  you  know  just  what  you  are  spending  each  day  you  will 
quickly  learn  where  you  can  reduce  your  expenses  enough  to  have 

where  this  saving  can  be  made.  ' 

We  have  seen  systematic  plans  for  saving  money  work  out  so  sat- 
isfactorily in  hundreds  of  cases  in  our  own  experience  and  observa- 
tion that  we  know  it  would  pay  you  to  adopt  some  such  plan.  Let 
US  help  you.  ^ 

Put  money  into  the  bank  now  while  you  can.  You  will  not  al- 
ways be  earning  as  much  as  you  are  today.  And  do  not  overlook 
int^ereT'"^  ^''''^'         '"''"'^  deposited  at  ~  per  cent,  compound 

Building  a  bank  account  is  very  much  like  growing  corn.  You 
plant  your  seed,  give  it  regular  attention,  and  in  a  short  time  it 
has  repaid  you  many  fold. 

Don't  overlook  this  great  help  towards  independence— an  in- 
terest-bearing savings  account. 

If  you  feel  that  you  have  not  as  much  money  as  you  ought  to 
have  to  show  for  all  the  hard  work  you  have  done,  will  you  not 

ToZZ^:;:^'""''  '^'^^  p^^"  ^'  ""^^^^^^  "p  ^  — -  ^-^  ^-m 

Saving  money  systematically  has  a  two-fold  reward— it  devel- 
ops character  and  builds  up  capital  which  can  be  turned  to  good 


use. 


\ 


i 


f 


SAVINGS    BANK   ADVERTISING 


17 


There  would  be  a  lot  more  rich  people  in  the  world  if  wishes 
to  have  money  were  all  that  is  necessary  to  get  it.  But  you  have 
to  transform  your  wishing  energy  into  working  energy  before  you 
can  make  much  of  a  start  on  the  road  to  comfort  and  financial  in- 
dependence. 

Don't  put  off  starting  to  save,  because  the  longer  you  procras- 
tinate the  harder  it  will  be  to  begin.  Let  nothing  prevent  you  from 
saving  a  portion  of  your  income  every  week  or  every  month. 

A  savings  bank  account  is  the  wisest  plan  to  use  in  your  efforts 
to  get  something  ahead. 

No  one  wants  to  be  a  failure  in  life,  but  proscrastination  takes 
hold  of  many  men  and  paralyzes  their  wills  and  weakens  their 
efforts  so  that  they  are  doomed  to  failure.     Don't  put  off  saving. 

As  a  depositary  for  your  money,  this  old  and  reliable  bank  stands 
ready  to  help  you  with  counsel,  security  and  —  per  cent,  com- 
pound interest. 

If  you  are  only  saving  a  dollar  a  week  when  you  could  save 
two,  you  are  doing  only  half  your  duty. 

It  is  not  a  sensible  thing  to  buy  today's  pleasure  with  tomor- 
row's pain.  A  savings  bank  account  started  now  and  maintained 
regularly  will  prove  a  real  friend  in  time  of  need. 

The  habit  of  saving  is  not  hard  to  acquire,  as  thousands  of 
successful  men  and  women  will  testify,  but  there  has  to  be  a  de- 
sire to  get  the  habit. 

Stick  to  your  savings  account  until  you  have  accumulated  some- 
thing worth  while  to  invest.  Then  consult  your  banker  about  its 
investment. 

If  you  consider  earnestly  all  the  things  you  could  accomplish 
if  you  had  more  money  at  your  disposal,  and  then  stop  to  think 
that  a  great  many  of  these  things  are  surely  within  your  reach  if 
you  practise  thrift  and  keep  your  eyes  open  for  opportunities,  you 
will  have  all  the  incentive  necessary  to  save  money. 

Save  your  dollars  when  you  don't  need  them  so  you  will  have 
them  when  you  do.  That  is  the  whole  philosophy  of  thrift.  It  is 
as  simple  as  it  is  sound  and  sensible. 


18       2000  POINTS  FOR  FINANCIAL  ADVfiRTISINO 

It  is  so  easy  to  follow  the  line  of  least  resistance  that  most  men 
have  not  the  strength  of  character  to  do  anything  else.  Saving 
money  is  not  the  line  of  least  resistance.  Can  you  stem  the  tide 
of  extravagance  and  actually  save  some  money  now.^ 

The  editor  of  a  well-known  magazine  in  response  to  an  inquiry 
said:  "There  is  no  better  investment  in  the  country  for  a  small 
sum  than  a  savings  bank  account^  and  you  will  make  no  mistake 
in  keeping  your  money  there  until  you  accumulate  a  larger 
amount." 

It  has  been  said  that  no  man  ever  got  rich  on  a  salary  alone. 
But  the  habit  of  thrift  can  be  acquired  on  the  smallest  salary, 
and  that  is  much  the  same  thing  as  wealth.  The  first  thing  neces- 
sary is  a  realization  of  the  necessity  of  thrift. 

If  you  are  at  least  thirty  years  of  age,  sit  down  at  home  this 
evening  and  figure  out  how  much  you  would  be  worth  today  if 
you  had  saved  15  per  cent,  or  25  per  cent,  of  your  income,  from 
the  beginning. 

A  PURPOSE  and  a  plan  are  necessary  to  successful  saving.  If 
you  can  think  of  some  purpose  for  which  vou  would  like  to  save, 
this  bank  will  suggest  a  plan  for  you  to  use  in  doing  it. 

There  is  a  sure  and  simple  way  to  provide  for  a  comfortable  old 
age.  It  consists  of  making  the  most  of  the  active  years  of  your  life, 
not  only  in  earning  money,  but  also  in  saving  it. 

Every  time  you  make  a  deposit  in  the  savings  bank  consider 
that  it  is  providing  just  so  much  more  for  your  necessities  and 
comforts  later  on  when  your  earning  capacity  diminishes  and 
comes  to  an  end,  as  it  surely  will,  sooner  or  later. 

Do  not  count  on  your  children  or  other  relatives  taking  care  of 
you  when  you  become  old.  Good  hard  cash  in  the  bank  will  prove 
your  best  friend  in  time  of  need,  so  far  as  material  things  go. 

A  SAVINGS  bank  account  is  a  first  aid  to  savers.  It  gives  you  a 
feeling  of  security,  both  as  to  the  safety  of  your  money  now  and 
as  to  your  comfort  in  the  future. 

If  you  want  to  live  and  work  now  with  an  easy  mind  and  face 
the  future  with  confidence,  start  a  savings  account  at  once  and 
keep  adding  to  it  regularly.  \ 


SAVINGS    BANK   ADVERTISING 


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f 


Every  dollar  you  deposit  in  this  bank  increases  your  resources 
more  than  an  equal  amount,  because  —  per  cent,  interest  com- 
pounded twice  a  year  will  steadily  augment  the  results  of  your  own 
efforts. 

A  SAVINGS  account  will  make  you  save.  Open  one  now  and  pre- 
pare for  your  comfort  in  that  future  time  when  failing  strength 
and  lessening  income  will  make  money  saved  and  working  for  you 
a  great  blessing  indeed. 

Your  dollar  in  the  bank  is  worth  several  dollars  in  your  pocket. 
Money  in  the  bank  works  for  you  and  you  run  no  risk  of  losing  it 
as  you  do  when  you  carry  it  with  you. 

If  any  young  man  starting  out  in  life  will  make  up  his  mind 
to  save  one-tenth  of  his  income,  and  stick  to  this  determination 
through  thick  and  thin,  he  will  have  enough  to  retire  on  in  his  old 
age  just  from  accumulated  savings  and  interest,  while  judicious  in- 
vestments from  time  to  time  would  put  him  in  really  comfortable 
circumstances. 

Whatever  your  earnings  are,  conduct  yourself  as  if  they  were 
one-tenth  less  and  put  the  difference  into  a  savings  account.  You 
will  never  miss  what  you  put  away,  but  later  on  it  will  be  a  com- 
fort and  a  stay  to  you. 

Self-sacrifice  does  not  have  a  pleasant  sound  in  most  ears,  but 
a  certain  amount  of  it  is  absolutely  necessary  if  you  would  suc- 
ceed, by  your  own  efforts,  in  building  up  a  competence. 

Children's  savings  accounts  can  be  opened  at  this  bank  in  either 
of  two  ways— in  the  name  of  the  child,  or  in  the  parent's  name  in 
trust.  By  the  latter  method  the  parent  controls  the  withdrawals. 
In  either  case  the  child  can  make  deposits  and  learn  early  the  forms 
of  banking  and  the  value  of  economy. 

Waste  prevention  is  just  as  important  for  your  personal  finances 
as  it  is  for  the  business  with  which  you  are  connected. 

When  the  hour  of  dire  need  draws  nigh,  it  is  only  the  man 
with  money  in  the  bank  who  faces  it  with  composure.  A  savings 
bank  account  cannot  be  surpassed  as  an  incentive  and  aid  to  savings. 

Cut  out  your  extravagance  and  save  some  money  today  for  the 
time  when  you  will  need  it  a  good  deal  worse  than  you  do  now. 


20        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Get  out  of  the  interest-paying  class  and  into  the  interest-re- 
ceiving class  by  adopting  a  saving  plan  and  sticking  steadfastly 
to  it. 

In  providing  for  the  present  necessities  and  comfort  of  your 
children,  don't  forget  the  needs  of  the  future.  You  are  a  wise 
parent  if,  even  with  some  inconvenience,  you  save  money  for  the 
education  of  your  children.     You  owe  it  to  them. 

This  reliable  bank  has  suggestions  that  will  help  you  save;  we 
protect  your  money  and  pay  you  a  liberal  interest  on  it  when 
you  put  it  into  the  bank;  and  when  you  get  ready  to  invest  it  we 
can  give  you  sound  advice  on  putting  your  money  out  safely  and 
profitably. 

For  the  sake  of  cutting  a  good  figure  in  society  many  persons 
cut  no  figure  at  the  bank.  They  sacrifice  future  comfort  and  inde- 
pendence for  the  sake  of  a  little  present  satisfaction. 

It  is  the  man  who  looks  ahead  who  gets  ahead.  Maintaining  a 
savings  account  almost  automatically  provides  its  own  reward  in 
the  form  of  mental  satisfaction,  moral  uplift  and  material  wealth. 

There  are  two  classes  in  every  community — the  savers  and  the 
non-savers.  The  savers  are  sacrificing  now  perhaps.  The  non- 
savers  are  going  on  in  their  happy-go-lucky  way,  spending  every 
cent  they  earn.  It  does  not  take  much  of  a  prophet  to  tell  which 
class  of  persons  will  be  in  the  more  comfortable  circumstances  ten 
or  twenty  years  from  now. 

The  more  you  save  the  better  dividend-payer  you  are,  and  as  re- 
sults are  the  best  test  of  efficiency,  it  ought  not  to  be  difficult  for 
every  man  to  prove  how  effective  his  efforts  are. 

If  you  want  real  pleasure  live  for  more  than  the  present,  and 
if  you  do  that,  one  of  the  most  important  parts  of  your  life  plan 
will  be  to  save  from  your  present  income  to  provide  a  fund  for 
your  needs  at  that  future  time  when  you  will  cease  remunerative 
work — either  from  choice  or  necessity. 

Make  every  day  and  every  week  count  in  your  efforts  to  build 
up  a  reserve  fund  for  emergency  and  opportunity,  and  do  not  over- 
look the  fact  that  —  compound  interest  will  work  for  you  every 
day  you  have  money  in  this  bank.  ^ 


SAVINGS    BANK    ADVERTISING 


21 


'A 


One  reason  why  there  is  so  much  want,  failure,  distress,  and 
often  ruin  and  disgrace,  is  because  so  many  people  never  deny 
themselves,  but  livi;  beyond  their  means  to  keep  up  appearances. 

If  you  want  to  succeed,  young  man,  cut  out  extravagance,  and 
build  up  a  savings  account  until  you  have  enough  to  invest.  Then 
consult  your  banker. 

The  qualities  of  honesty,  energy,  frugality,  are  more  necessary 
than  ever  today  and  there  is  no  success  without  them.  Each  of 
these  qualities  is  promoted  by  a  savings  bank  account. 

There  is  nothing  that  makes  a  man  realize  his  responsibility 
and  opportunity  in  the  community  as  much  as  becoming  interested 
in  systematic  thrift. 

This  bank  has  helped  many  persons  on  the  road  to  financial  suc- 
cess and  independence,  and  stands  ready  to  help  you. 

A  MAN  with  a  little  money  can  do  much  by  investing:  it  wisely, 
and  opportunities  are  constantly  presenting  themselves  to  the  man 
who  has  some  cash  resources  that  he  can  lay  his  hands  on  quickly. 

Unknown  to  other  members  of  the  family,  a  thrifty  woman  will 
save  a  dollar  here  and  a  dollar  there,  where  a  man  could  not. 
Many  a  period  of  misfortune  has  been  tided  over  by  the  fore- 
thought of  wife  and  mother.  This  institution  takes  particular 
pleasure  in  caring  for  such  savings  accounts. 

The  savings  bank  does  not  compete  with  the  commercial  bank. 
It  has  a  field  of  its  own,  but  savings  accounts  are  by  no  means  of 
advantage  only  to  ^^  age-earners  and  persons  of  moderate  income. 

A  SAVINGS  account  affords  these  special  advantages — absolute  se- 
curity, liberal  interest  and  training  in  thrift. 

It  is  the  unexpected  that  usually  happens — especially  in  money 
matters.  But  there  is  one  sure  way  to  be  prepared  for  unexpected 
misfortune,  that  is  build  up  a  bank  account. 

Start  a  bank  account  at  once.  Put  part  of  your  earnings  into 
it  every  week,  even  if  the  weekly  amount  seems  small.  It  will 
mount  up  faster  than  you  realize. 

Are  you  prepared  for  emergencies?  Money  in  the  bank  will 
be  a  great  help. 


22        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

At  the  close  of  this  year  are  you  going  to  be  any  better  off  than 
yon  were  at  the  end  of  last  year?  If  you  have  not  got  ahead 
so  far  there  is  yet  some  time  to  redeem  yourself. 

Lay  something  aside  now  for  the  emergencies  as  well  as  the  op- 
portunities of  the  future.  Why  not  open  that  savings  account  now 
and  let  us  add  compound  interest  to  your  savings  twice  a  year 
while  we  keep  your  money  safe  for  you. 

There  are  plenty  of  good  business  opportunities  nowadays  in 
this  country  for  the  person  who  is  equipped  in  every  way  to  seize 
them  and  make  the  most  of  them. 

The  husband  and  wife  should  make  their  plans  together;  she 
is  as  willing  to  sacrifice  as  he  is  to  labor — and  her  willingness  to 
save  is  as  important  a  factor  in  their  success  as  is  his  ability  to 
earn. 

You  need  to  concentrate  your  efforts  to  save  money.  Having  an 
object  in  view — getting  an  education,  establishing  a  home,  pro- 
viding for  old  age — will  give  you  enthusiasm. 

The  man  with  money  saved  and  in  the  bank  is  in  much  better 
shape  to  grapple  with  hard  luck  than  the  man  who  has  spent  all 
his  substance  in  days  when  he  thought  he  would  always  have  good 
luck. 

With  the  vast  majority  of  young  men  and  young  women,  the 
life  plan  includes  the  gradual  accumulation  of  a  fortune.  The  first 
rule  that  they  need  to  learn  is  to  live  within  their  means. 

It  is  a  good  rule  to  spend  less  than  you  earn  and  put  the  dif- 
ference into  the  bank.  Even  though  small,  this  would  in  time  grow 
into  a  considerable  amount. 

Open  a  savings  account  today  and  we  know  that  the  chances  are 
greatly  in  favor  of  your  maintaining  it  regularly  and  gradually 
accumulating  a  reserve  fund  quite  worth  while. 

It  isn't  a  good  idea  to  carry  a  lot  of  small  bills  and  loose  change 
around  with  you  because  the  money  gets  away  from  you  too  easily. 

Men  who  make  money  fast  often  lose  it  fast.  They  run  risks 
and  take  chances.  They  are  under  nervous  strain  continually  and 
never  know  just  how  they  are  coming  out. 


i\ 


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SAVINGS    BANK    ADVERTISING 


23 


Come  into  the  bank  any  time  and  we  will  be  pleased  to  tell  you 
some  excellent  ways  to  save  money — methods  of  economy  that  have 
proved  successful  in  the  actual  experience  of  thrifty  men  and 
women. 

It  is  a  wise  thing  to  have  a  code  of  saving,  but  like  a  code  of 
morals,  it  isn't  any  good  unless  lived  up  to. 

Money  saved  will  be  one  of  your  best  friends — a  protection  in 
adversity  and  a  preparation  for  opportunity. 

A  GOOD  many  persons  say  that  they  believe  in  the  wisdom  of 
saving  money,  in  general,  but  as  far  as  they  are  concerned,  they 
will  have  to  wait  awhile  before  starting  to  save. 

It  is  remarkable  with  what  unanimity  such  men  as  Rockefeller, 
Carnegie,  Hill,  Wanamaker  and  Field  say  that  they  got  their 
start  by  saving  money.  And  every  one  of  them  has  advised  young 
men  to  go  and  do  likewise. 

Even  for  a  moderate  degree  of  success  in  getting  on  in  the  world, 
systematic  saving  of  a  portion  of  the  income  is  absolutely  necessary. 

By  regular  saving  you  will  surely  acquire  a  competence.  Then 
if  anything  should  happen  you  would  have  something  to  lean  upon. 

Practically  all  of  the  country's  most  successful  men  of  the 
self-made  type  attribute  the  beginning  of  their  success  to  habits 
of  industry  and  saving. 

In  the  long  run,  the  gain  is  greater  if  you  do  not  try  to  **get  rich 
quick,"  but  systematically  save  a  portion  of  your  income  and  reg- 
ularly deposit  it  in  a  reliable  institution  like  this,  where  it  will 
be  safely  at  work  for  you. 

How  often  we  hear  the  expression,  "Such  and  such  a  man  is  get- 
ting on  in  the  world."  The  chances  are  ten  to  one  that  good  old- 
fashioned  thrift  is  one  of  the  fundamental  causes  for  his  success. 

Every  American  wage-earner  should  save  regularly  so  that  in 
times  of  reduced  earning  or  enforced  idleness  he  and  those  depend- 
ent upon  him  may  not  suffer. 

Adopting  a  definite  system  surely  helps  you  save,  because  in  a 
way  it  forces  you  to  economize.  You  will  feel  that  you  must  save 
and  you  will  save. 


!;»  'l 


t  1-1 


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2000  POINTS  FOR  FINANCIAL  ADVERTISING 


SAVINGS    BANK    ADVERTISING 


25 


Thump  on  the  savings  bank  book  in  your  inside  pocket  once  in  a 
while  and  yon  can  always  look  the  world  squarely  in  the  eye. 

Your  money  will  earn  good  interest  here  and  will  be  kept  per- 
fectly safe  for  your  permanent  investment  or  other  use  later  on. 

It  is  surprising  how  quickly  you  can  create  capital  when  you  go 
about  it  in  the  proper  way  and  with  determination. 

Your  running  expenses  ought  to  be  less  than  your  earnings  by 
n  considerable  margin  and  you  ought  to  save  the  balance. 

The  man  wlio  plods  on  and  on,  just  able  to  make  ends  meet,  and 
laying  nothing  aside,  has  his  nose  to  the  grindstone.  There  are 
thousands  in  this  sad  plight.     How  about  you? 

Are  you  ready  for  the  financial  opportunities  that  will  come  to 
you?  Good  credit  or  ready  cash — money  saved — is  needed  to  seize 
them. 

Funding  the  capital  of  your  working  years  insures  your  future. 
But  choose  the  right  place  to  put  your  capital,  or  the  hard-earned 
savings  of  a  lifetime  may  be  swept  away  in  a  day. 

Money  saved  and  put  away  safely  will  protect  you  from  mis- 
fortune and  prepare  you  to  take  advantage  of  opportunities  that 
will  surely  come  to  you. 

If  there  is  anything  that  will  tend  to  make  man  peaceful  and 
benevolent  it  is  to  have  his  mind  at  rest  in  regard  to  financial 
matters. 

The  savings  bank  account  has  been  the  foundation  of  many  a 
fortune. 

Creating  a  reserve  is  not  difficult  once  you  start  to  save  money 
systematically.  But  if  you  ever  expect  to  be  independent  finan- 
cially through  your  own  efforts  you  must  make  the  start. 

A  LEAK  is  usually  noticed  at  once.  A  drip  may  go  on  unobserved 
for  a  long  time  and  in  the  end  cause  a  great  loss. 

It  is  easy  to  avoid  great  unnecessary  expenditures,  but  it  is  the 
aggregate  of  the  many  small  amounts  you  spend  foolishly  that 
keeps  you  from  success. 

The  thrifty  man  squanders  neither  his  substance  nor  his  vitality. 


I 


\ 


Start  your  boy  or  girl  on  the  right  road  with  a  savings  bank 
account  and  you  will  be  inculcating  a  lesson  of  thrift  which  will 
mean  a  great  deal  to  him  or  her  later  on,  not  only  in  dollars  and 
cents,  but  also  in  character  and  happiness. 

Are  you  so  planning  your  affairs  that  the  chances  are  favorable 
for  your  being  better  off  a  year  hence  than  you  are  now? 

Nothing  can  take  the  place  of  that  sense  of  satisfaction  which 
a  man  enjoys  when  he  knows  he  has  a  good  balance  in  the  bank. 

No  matter  how  thoughtless  and  extravagant  you  may  have  been 
before,  when  you  have  a  family  to  care  for  you're  really  not  much 
of  a  man  if  you  do  not  start  to  save  for  future  needs. 

Set  aside  part  of  your  weekly  or  monthly  income  regularly. 
Barring  hard  luck,  which  may  come  to  anyone,  you  will  surely  get 
ahead  if  you  adopt  this  plan. 

Looking  ahead  is  one  of  the  requisites  for  getting  ahead.  Plan 
for  the  future  by  making  the  most  of  the  present. 

Waste  is  criminal.  Economy  is  a  virtue.  You  know  these 
things,  but  that  won't  help  you  any  unless  you  make  a  personal 
application  of  your  knowledge  and  actually  put  into  practice  some 
plan  of  saving  now. 

Save  now  and  you  will  not  want  later  on  when  your  daily  needs 
are  greater  than  your  daily  earning  capacity. 

A  savings  account  in  this  bank  is  worth  100  cents  on  the  dollar 
all  the  time,  plus  —  per  cent,  interest,  compounded  semi-annually. 

Limit  your  spending  and  save  the  balance.  That  is  a  better  way 
to  get  a  start  financially  than  to  limit  your  saving  and  spend  the 
balance. 

Remember  it  is  not  your  saving  alone  that  will  make  you  in- 
dependent. Your  money  must  be  in  a  safe  place  and  must  work 
for  you. 

It  is  doing  the  hard  things  that  develops  character  and  self- 
sacrifice  brings  its  own  reward. 

It  is  foolish  to  purchase  today's  enjoyment  with  tomorrow's 
sorrow. 


!i 


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i 


26        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

These  closing  days  of  the  old  year  cause  the  thoughtful  man 
to  consider  what  progress  he  is  making  in  various  lines,  especially 
in  the  matter  of  resources. 

Can  you  figure  a  profit  or  a  loss  on  your  year's  work?  Think 
about  this  matter  earnestly  now  and  decide  to  let  this  strong  bank 
help  you  be  thrifty  next  year.  ^ 

Besides  the  actual  amount  of  money  you  store  up,  thrift  teaches 
you  lessons  of  self-restraint,  industry  and  business-like  methods  of 
inestimable  value  to  you  as  long  as  you  live. 

A  REGULAR  plan  of  saving,  adopted  and  religiously  carried  out, 
has  been  proved  by  the  experience  of  many  thrifty  persons  to  be 
the  only  way  to  save  successfully. 

The  word  "economy"  often  calls  to  mind  hard  work  and  self- 
sacrifice  But  it  is  really  a  worthy  thing,  because  money  saved  is 
the  truit  of  industry  and  determination  of  character. 

*i  ^''l'^;^"^^'^^^"""^  P^opJe  cannot  be  too  well  prepared  for  the  bat- 
tle ot  Jite.     You  are  a  wise  parent,  therefore,  if,  even  with  some 

chnXen"'^"''^'  ^''^  '^'^^  ™''"^^'  ^'''*  *^^  ^"*"''^  education  of  your 

When,  as  a  Christmas  gift  for  your  son  or  daughter^  you  start  a 
savings  account  for  him  or  her  you  are  doing  a  very  wise  thine 
because  you  are  making  it  easy  for  the  young  person  to  acquire 
the  saving  habit.  ^ 

A  PROMINENT  financier  is  authority  for  the  statement  that  we  are 
Jivmg  m  an  age  of  world-wide  financial  delirium  and  that  lavish 
expenditure  has  now  grown  to  be  a  national  trait. 

A  DOLLAR  saved  is  worth  two  squandered,  because  you  are  a  dol- 
lar ahead  when  you  prevent  one  from  being  squandered  and  an- 
other ahead  when  you  do  not  spend  that  dollar  at  all. 

Usually  the  safest  way  is  to  turn  the  weekly  or  monthly  in- 
come over  to  the  woman  of  the  family  and  let  her  work  out  a  sat- 
isfactory method  of  spending  and  saving. 

The  dollar  you  save  is  worth  more  than  a  hundred  cents  because 
It  has  an  earning  capacity  which  will  work  for  your  benefit  as  lonff 
as  you  keep  it  in  the  bank.  ^ 


SAVINGS    BANK   ADVERTISING 


27 


"Save,  young  man,"  said  Benjamin  Franklin,  "and  become  re- 
spectable and  respected.     It  is  the  surest  way." 

If  you  must  live  on  a  moderate  income  it  is  better  to  work  hard 
to  save  part  of  it  than  to  strive  to  live  in  a  style  that  is  beyond 
your  means. 

Every  earnest  man  should  early  make  it  part  of  his  life  plan  to 
acquire  a  competence  to  protect  himself  and  his  loved  ones  from 
dependence  and  want. 

If  you  want  to  avoid  vain  regrets  in  later  years,  discomfort  all 
your  life,  and  a  penniless  and  cheerless  old  age,  save  some  of  the 
money  you  are  earning  now. 

While  you  may  not  very  often  feel  like  drawing  upon  your  sav- 
ings, it  is  quite  a  comfortable  feeling  to  know  that  you  can  get 
at  your  money  quickly  in  case  of  need. 

The  hustle-  goes  and  turns  things  up  himself,  realizing  that  the 
surest  way  to  succeed  is  to  be  prepared  for  opportunities  when  they 
come. 

The  very  best  aid  to  saving  is  having  an  interest-bearing  bank 
account  in  a  good,  reliable  institution  like  this.  It  provides  an 
incentive  for  you,  and  security  and  profitable  employment  for  your 
surplus   earnings. 

The  little  savings  bank  in  the  home  means  more  for  the  future 
of  the  children  of  a  family,  almost,  than  all  the  advice  in  the 
world.     It  gives  them  the  right  start. 

Are  you  preparing  yourself  for  opportunities  and  "the  rainy 
day"  by  saving  part  of  your  income  regularly? 

You  can  enlist  the  services  of  this  wonderful  worker,  interest, 
in  your  own  behalf.  Deposit  all  the  money  you  can  spare  and  see 
what  —  per  cent,  compound  interest  will  do  for  you. 

If  any  resident  of  this  community  does  not  save  money,  the 
chances  are  ten  to  one  that  it  is  because  he  does  not  want  to  and  not 
because  he  can't. 

Create  your  capital  by  saving  a  portion  of  your  income  reg- 
ularly. Then  you  will  experience  the  earning  power  of  money 
and  begin  to  reap  the  fuU  benefits  of  industry  and  thrift. 


28        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Merely  saving,  while  a  good  thing  in  itself,  is  not  all  there  is 
to  thrift,  which  seeks  not  merely  to  save,  but  to  earn. 

In  every  community  there  are  always  some  men  like  "Mr. 
Micawber,"  in  Dic^kcns'  "David  Copperfield/'  who  was  always  wait- 
ing for  something  to  turn  up. 

While  it  is  true  tliat  every  man  must  hoe  his  own  row,  the  wise 
man  will  seek  the  co-operation  of  others  whenever  possible.  Most 
successful  men  maintain  business  relations  with  a  good  bank  which 
helps  them  to  create  and  preserve  capital. 

Saving  money  is  only  half  your  duty.  The  other  half  is  to  set 
your  money  at  work  safely  and  profitably. 

There  are  safe  investments  that  pay  more  than  —  per  cent., 
but,  as  a  rule,  they  require  a  considerable  amount  of  money,  and, 
ill  any  event,  it  is  wise  to  be  careful  about  going  into  them. 

It  will  be  a  real  necessity  that  will  lead  you  to  spend  money 
when  you  have  it  in  the  bank.  For  that  reason  it  will  make  you 
permanently  better  off  to  become  a  savings  depositor. 

In  a  savings  bank  account  your  money  is  always  at  your  com- 
mand when  you  feel  that  you  must  have  it,  but  you  will  find  that 
you  won't  want  to  draw  it  out  on  any  slight  pretext. 

While  you  are  waiting  for  your  opportunity,  leave  your  sur- 
plus cash  in  this  strong  bank.  Your  money  will  be  safe  and  every 
dollar  will  be  earning  —  compound  interest. 

It  is  only  under  the  most  extraordinary  circumstances  that  there 
is  any  difficulty  whatever  in  a  savings  depositor  getting  his  money 
or  any  part  of  it  when  he  wants  to  draw  it  out  of  the  bank. 

Saving  money  and  depositing  it  in  the  bank  is  just  as  reasonable 
for  you  as  it  is  for  the  farmer  to  harvest  and  store  his  crops. 

There  are  persons  whose  earning  capacity  is  no  greater  than 
their  daily  needs,  especially  in  the  slums  of  the  great  cities,  but  we 
are  certain  there  are  very  few  in  this  prosperous  community  who 
can  truthfully  say  that  they  can't  save  anything. 

It  is  unnecessary  to  go  into  scientific  discussion  of  this  question. 
Common  sense  and  observation  must  prove  to  you  the  wisdom  of 
an  interest-bearing  savings  bank  account. 


SAVINGS    BANK    ADVERTISING 


29 


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1 


For  the  great  majority  of  people  the  best  form  of  investment 
of  savings  is  an  interest-bearing  account  in  a  reliable  bank. 

With  money  in  bank  you  are  like  the  farmer  who  has  garnered 
his  grain.  You  take  part  of  your  income  not  used  for  daily  needs 
and  put  it  away  for  use  when  you  will  need  it  more  than  you  do 
now. 

It  really  takes  two  to  save  money  in  the  household,  for  a  man's 
notion  of  economy  and  a  woman's  prove  mutual  correctives. 

The  best  way  to  learn  true  thrift  is  to  save  a  portion  of  your 
income  regularly  and  deposit  it  in  a  strong  bank  where  interest 
will  give  you  a  practical  demonstration  of  the  earning  power  of 
money. 

Extravagance  causes  financial  ills  in  the  nation  it  is  true,  but 
its  effect  on  individuals  is  the  most  important  because  no  nation  is 
more  prosperous  than  its  people. 

Your  future  success  depends  upon  to-day's  industry  and  thrift. 
It  is  a  worthy  desire  that  prompts  every  earnest  man  to  accumulate 
enough  money  to  help  over  the  hard  places  and  provide  for  the 
future. 

If  misfortune  does  co'ne  to  you  at  any  time,  you  will  be  better 
prepared  to  cope  with  it  if  you  have  money  saved  and  working  for 
you  in  the  bank. 

Temperance  and  thrift  are  virtues  which  act  and  re-act  upon 
each  other,  strengthening  both,  and  are  seldom  found  apart. 

We  are  all  creatures  of  habit.  It  is  easier  to  form  a  new  habit 
than  it  is  to  break  an  old  one.  By  the  time  we  are  thirty  it  is  next 
to  impossible  to  do  either. 

At  the  end  of  the  year  the  business  man  casts  up  his  accounts 
to  see  how  he  is  coming  out  on  his  year's  business.  The  wage- 
earner  can  only  figure  his  profit  on  the  basis  of  the  amount  of 
money  he  has  saved  during  the  year. 

One  of  the  greatest  benefits  of  systematic  economy  is  the  mental 
effect — peace  of  mind  and  correct  habits  of  life. 

This  bank  has  helped  many  ambitious  persons  on  the  road  to 
independence  and  success.     We  want  to  help  you. 


^0        2000  POINTS  FOft  FINANCIAL  ADVERTISING 

It  will  pay  you  to  get  the  habit  of  saving,  as  that  is  one  of  the 
most  important  elements  of  success.  We  have  helped  hundreds  of 
men  and  women  to  form  this  habit  and  they  are  thanking  us  for  it. 

Even  if  you  do  have  to  sacrifice  a  little  now,  think  of  the  com- 
tort  and  satisfaction  of  being  free  from  anxiety  and  care  later  on 
when  you  are  unable  to  work  and  earn. 

When  you  store  up  a  portion  of  the  rewards  of  your  toil  you 
create  capital  and  build  up  a  fund  which  will  support  you  and 
those  dependent  upon  you,  or  provide  you  with  means  to  increase 
your  earnings  still  further. 

The  elements  of  success  include  a  thrifty  and  cheerful  disposi- 
tion. If  you  have  set  your  face  toward  the  goal  of  success,  culti- 
vate this  disposition.     It  will  surely  pay  you. 

You  can  be  ready  for  sudden  demands  if  you  are  thrifty  Cir- 
cumstances will  arise  when  you  will  need  money  and  need  it  quickly 
or  suffer  great  inconvenience  for  the  lack  of  it. 

Most  women  know  how  to  save  money  better  than  men.  In  some 
tamiiies  it  is  the  other  w.-,y  around,  but  as  a  very  general  rule  the 
women  are  the  savers. 

You  won't  be  ruled  by  circumstances  if  you  prepare  yourself  for 
emergencies  and  opportunities  by  building  up  a  cash  reserve  by  a 
savings  bank  account  in  a  trustworthy  institution  like  this. 

The  value  of  your  thrift  is  not  to  be  measured  only  by  the  actual 
amount  of  money  you  save.  It  is  worth  a  great  deal  to  be  able 
to  do  more  and  better  work  and  to  be  happy  while  you  work. 

Caesar  said:  "I  came,  I  saw,  I  conquered."  The  modern 
conqueror  says:  "I  work,  I  save,  I  succeed."  Have  YOU  adopted 
this  motto.'*  ^ 

One  of  the  most  sensible  New  Year's  resolutions  that  any  person 
can  make  is  to  save  money  systematically  and  to  deposit  it  regularly 
in  this  strong  savings  bank. 

When  you  save  money  you  are  simply  "funding  your  earninirs  " 
creating  capital,  which  is:  "That  portion  of  the  produce  of  in- 
dustry which  may  be  directly  employed  to  support  life  or  assist  in 
production. 


SAVINGS   BANK   ADVERTISING 


it 


Who  deposits  your  money  in  the  bank.^  SOMEBODY  does.  Are 
YOU  saving  some  of  your  income  and  systematically  putting  it 
away  where  it  will  work  for  YOUR  benefit,  or  is  it  all  slipping 
through  your  fingers  into  the  pocket  and  bank  account  of  SOME- 
BODY ELSE.? 

Grubbing,  cheese-paring,  squeezing  and  saving  every  possible 
cent,  at  the  expense  of  self-respect,  comfort  and  health — Not  for 
an  instant  do  we  want  you  to  think  that  we  advocate  anything  like 
that. 

When  you  make  up  your  mind  to  save  make  the  bank  part  of 
your  plan.  This  strong  institution  has  helped  a  great  many  per- 
sons to  financial  independence. 

Health,  self-respect,  freedom  from  worry  about  the  present  and 
anxiety  for  the  future.  Do  these  things  mean  anything  to  you.'* 
Saving  money  systematically  will  help  you  to  each  of  them. 

Thrift  is  a  very  simple  thing,  but  it  means  a  great  deal.  It  it 
better  to  save  sensibly  now  than  to  want  or  be  dependent  later  on. 

You  and  your  boy  or  girl  co-operating  ought  to  make  a  savings 
account  big  enough  in  a  few  years  to  pay  for  a  thorough  education, 
or  to  provide  cash  to  go  into  business  or  buy  a  home. 

We  do  not  encourage  any  one  to  be  stingy.  But  many  persons 
have  never  stopped  to  consider  that  between  saving  money  sensibly 
and  being  stingy  there  is  a  vast  difference. 

The  average  woman  can  save  if  she  will  only  start  some  system. 
If  you  put  aside  the  modest  sum  of  five  cents  a  day  it  is  making 
a  start. 

Money  saved  and  safely  and  profitably  employed  is  the  best 
kind  of  insurance  against  adversity,  as  countless  thousands  of  peo- 
ple have  found  out  by  actual  experience. 

Learning  to  save  may  be  worth  as  much  to  you  as  your  ability 
to  do  things.  Make  the  experiment  for  awhile.  It  may  open  your 
eyes  and  result  greatly  to  your  permanent  benefit. 

Thrift  at  once  earns  and  saves,  with  a  view  to  wholesome  and 
profitable  expenditure  at  a  fitting  time.  But  although  saving  alone 
is  not  thrift  it  is  an  indispensable  part  of  it. 


53        2000  POINTS  FOR  FINANCIAL  ADVFRTISING 


SAVINGS    BANK    ADVERTISING 


88 


I 


Every  man,  and  particularly  the  young  man,  should  get  the  suc- 
cess habit.  The  right  way  to  acquire  it  is  to  cling  steadfastly  to 
every  purpose  made  and  every  task  attempted  until  you  are  suc- 
cessful. 

It  may  be  you  have  reached  the  age  of  forty  and  have  not 
a  cent  laid  by  for  old  age.  If  so,  it  is  not  a  pleasant  prospect,  but 
system  and  persistence  in  saving  will  do  a  lot  for  you  yet — IF  YOU 
BEGIN  AT  ONCE. 

You  have  sincere  cause  for  thanksgiving  at  this  time  if  you  have 
money  in  the  bank.  You  can  enjoy  a  happy  Thanksgiving  because 
you  have  a  reserve  fund  for  emergencies — something  to  preserve 
your  peace  of  mind. 

The  foundation  of  thrift  is  a  pretty  good  one  to  build  upon. 
This  has  been  proved  over  and  over  again  in  the  experience  of 
successful  men  and  women  in  every  country  and  in  every  time. 

A  PARTICULARLY  stroug  poiut  about  a  savings  account  as  an  in- 
vestment is  the  fact  that  there  is  no  worry  or  bother  in  connection 
with  it,  while  at  the  same  time  the  safe  and  sure  interest  return  is 
a  profitable  one. 

For  ninety-nine  out  of  a  hundred  persons,  saving  money  regu- 
larly is  the  only  way  to  reach  comfortable  circumstances,  and  a 
savings  bank  account  is  the  greatest  aid  to  systematic  saving. 

Apply  to  the  masses  of  men  any  of  the  tests  that  indicate  suc- 
cess or  failure  in  life,  and  none  more  clearly  than  thrift  will  sep- 
arate the  respected  and  useful  from  the  unsatisfactory  members  of 
society.     That  is  Andrew  Carnegie's  opinion. 

Saving  money  now,  while  you  are  making  more  than  you  need 
day  by  day,  is  like  storing  up  power  for  future  use.  It  will  give 
you  resources  to  use  when  your  daily  needs  exceed  your  earning 
capacity. 

A  SAVINGS  bank  account  is  the  best  debt  preventive,  because  it 
provides  you  with  a  surplus  and  compound  interest  gives  you  a 
special  incentive  to  save  money. 

The  practice  of  rigid  economy  will  make  you  a  better  business 
man,  a  better  man  to  your  family  and  friends,  and  a  better  citizen 
generally. 


■ 


We  accept  savings  accounts  of  minors  subject  to  withdrawal 
under  parental  authority.     One  dollar  is  enough  to  begin  an  account. 

If  you  have  not  started  on  the  thrift  road  to  financial  success, 
tfvke  the  first  step  now  by  opening  a  savings  account  in  this  strong 
bf-nk. 

You  can  build  up  a  financial  "storage  battery"  with  this  bank 
by  keeping  an  account  for  regular  saving. 

Don't  you  think  you  will  do  better  work  when  you  know  that  no 
one  can  come  to  you  with  a  claim  on  next  week's  income } 

Work  hard;  save  part  of  your  income  regularly;  deposit  your 
savings  where  they  will  work  for  you  safely  and  profitably. 

The  simple  life  has  its  compensations,  not  the  least  of  which 
are  good  health  and  contentment,  and  the  rewards  of  industry  and 
thrift  are  just  as  sure  as  ever. 

With  a  lot  of  money  in  your  pocket  you  fall  an  easy  victim  to 
your  own  extravagance  and  the  requests  of  your  borrowing  friends. 
Put  it  into  the  bank. 

Of  course,  illness  or  other  hard  luck  may  come  to  you,  and  then 
your  outgo  will  exceed  your  income,  but  if  you  have  been  wise  and 
saved  money  you  need  not  suffer  for  want  of  necessities  and 
comforts. 

Teach  your  children  the  value  of  money  by  encouraging  them 
to  save  systematically  and  to  deposit  regularly  in  a  strong,  interest- 
paying  bank  like  this. 

There  comes  a  consciousness  of  power  from  the  fact  that  you 
have  money  saved  up  and  from  the  fact  that  you  have  exercised 
some  very  admirable  qualities  of  mind  and  heart  in  acquiring  that 
surplus. 

Start  a  savings  account  with  this  strong  bank  now  and  put  your 
surplus  money  where  it  will  be  safe  from  yourself  and  from  others 
who  may  have  designs  upon  it. 

The  only  way  to  prepare  for  a  time  of  opportunity  is  to  lay  by 
as  much  money  as  you  can  now.  Put  it  into  a  strong,  safe  bank 
like  this  and  let  it  earn  compound  interest  for  you  while  you  are 
waiting. 

8 


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34         2000  POINTS  FOR  FINANCIAL  ADVERTISING 

The  way  to  build  up  a  reserve  fund  is  not  to  wait  until  you  can 
put  a  lot  of  money  into  the  bank,  but  to  save  and  deposit  the  small 
amounts  as  you  go  along. 

It  will  be  of  advantage  to  you  in  every  way  to  become  a  regular 
saver  and  bank  depositor. 

You  feel  more  independent  and  you  are  more  independent  when 
you  have  money  saved.  Don't  sell  j^our  independence  for  the  sake 
of  a  little  temporary  luxury  which  you  don't  need  at  all. 

Are  you  earning  more  than  you  need.>  Almost  anybody  can  be 
thrifty  when  he  earns  less  than  he  needs.  It  is  the  unusual  man 
who  can  be  thrifty  when  he  earns  more  than  he  needs. 

When  you  experience  the  pleasure  of  seeing  the  figures  in  your 
pass-book  show  a  steadily  increasing  balance,  aided  by  the  semi- 
annual compound  interest  credits,  it  is  easy  to  keep  up  the  good 
work. 

According  to  James  J.  Hill,  it  is  not  the  high  cost  of  living 
that  is  bothering  this  country  at  present  and  causing  outbursts 
in  every  community  from  coast  to  coast,  but  it  is  "the  cost  of  high 
living." 

There  are  a  lot  of  people  who  are  seizing  the  present  only  to 
have  a  good  time,  neglecting  to  provide  for  the  future,  which  may 
be  a  time  of  storm  and  stress  for  them. 

With  money  in  the  bank  you  can  laugh  at  a  great  many  troubles 
that  would  "floor"  you  if  you  had  no  financial  resources  to  fall 
back  on. 

Saving  part  of  your  present  income  to  create  a  reserve  fund  is 
one  of  the  wisest  ways  to  prepare  for  the  future. 

You  can  always  keep  out  of  debt  if  you  spend  less  than  you  earn 
and  put  your  surplus  into  a  good  strong  bank. 

The  boy  who  early  becomes  familiar  with  banks  and  the  earning 
power  of  money  will  have  a  distinct  advantage  when  he  starts  on 
his  business  career. 

After  the  start  the  rest  is  easy.  You  find  that  you  acquire  the 
saving  habit,  and  then  the  thrift  instinct  grows.  *  The  extent  to 
which  small  sums  grow  in  the  bank  is  astonishing. 


SAVINGS    BANK    ADVERTISING 


85 


When  you  speculate  you  do  not  know  you  will  win.  You  only 
hope  to  win.     Stick  to  the  savings  bank. 

A  FORMER  United  States  senator,  now  a  millionaire,  put  $100 
into  a  savings  bank  fifty  years  ago  and  has  never  withdrawn  it.  He 
says:  "Its  influence  as  an  anchorage  in  all  crises  of  a  long  life 
has  been  incalculable." 

When  you  reach  the  conclusion  that  another  field  would  prove 
more  profitable  to  you,  the  great  question  will  be,  "Can  I  finance 
the  change.''" 

There  are  various  paths  that  lead  to  fortune,  but  if  you  expect 
to  acquire  a  competence  through  your  own  efl'orts,  there  is  only  one 
starting  point — the  regular  saving  of  a  portion  of  your  income. 

The  possession  of  money  you  hav^e  earned  and  saved  yourself 
makes  you  independent  mentally  as  well  as  in  regard  to  material 
things. 

You  can  do  what  you  want  to  do  if  you  work  hard  enough.  You 
can  be  what  you  want  to  be  if  you  want  it  hard  enough. 

A  savings  account  helps  you  mentally  and  morally  by  making 
you  systematic  in  your  business  methods  and  teaching  you  to  say 
"No"  to  importunate  present  demands  for  money  which  you  ought 
to  save  for  future  needs. 

A  PROMINENT  educator  says:  "The  time  for  a  boy  to  begin  to 
save  is  when  he  is  in  the  High  School,  say  from  twelve  or  thirteen 
on  for  the  next  four  years. 

A  SAYINGS  account  provides  you  with  surplus  cash,  to  use  for 
emergencies,  unexpected  necessities,  or  even  such  luxuries  as  you 
feel  you  ought  to  have. 

To  become  independent  one  must  pay  the  price,  which  is  Indus- 
try and  Thrift.  For  the  vast  majority  of  us,  the  only  road  to  com- 
petence lies  through  hard  work  and  economy. 

It  is  only  by  being  systematic  in  saving  a  part  of  the  weekly  or 
monthly  income  that  the  average  person  can  ever  hope  to  get  very 
far  ahead  financially. 

If  you  have  reached  30  and  haven't  saved  $1,000  just  blame 
yourself — much  more  if  you  haven't  saved  anything. 


36        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

We  believe  that  with  money  in  bank  a  man  is  a  better  citizen 
than  he  otherwise  would  be.  For  the  average  person  the  only  way 
to  get  ahead  in  money  matters  is  to  save  sj^stematically  a  portion 
of  the  income  and  deposit  it  regularly  in  a  good,  safe  bank  where 
it  will  be  earning  day  and  night. 

The  average  man  in  this  country  should  have  at  least  $1,000 
saved  up  and  in  the  bank  by  his  thirtieth  birthday. 

Perhaps  you  can  be  happy  without  money,  but  we  are  sure  that 
your  Christmastide  will  be  merrier  with  money  in  the  bank,  espe- 
cially if  you  put  it  there  yourself. 

With  your  money  in  a  savings  account  at  this  bank,  you  can 
command  your  reserve  the  moment  you  need  it. 

If  you  have  been  a  regular  savings  bank  depositor,  you  not  only 
have  surplus  funds  to  fall  back  upon,  but  you  have  been  developing 
invaluable  habits  of  thrift. 

You  cannot  buy  a  home,  even  on  the  instalment  plan,  without 
making  a  considerable  cash  payment.  That  is  the  first  thing  to 
save  money  for.  Having  such  an  object  in  view  will  help  you 
wonderfully. 

If  j'^ou  have  not  been  saving  part  of  your  income  regularly  this 
year  let  us  suggest  that  now  is  a  good  time  to  lay  your  plans  to  do 
better  next  year. 

Your  steadily  growing  bank  account  provides  a  powerful  incen- 
tive to  save  more  money. 

A  BANK  account  benefits  your  standing  in  the  community. 
There  is  a  great  satisfaction  in  being  known  as  a  man  who  has  a 
surplus  on  hand  to  meet  his  bills  and  obligations. 

This  bank  pays  special  attention  to  the  comfort  and  convenience 
of  its  women  customers. 

It  is  a  pretty  safe  thing  to  say  that  about  everybody  can  use 
more  money.  For  most  persons,  there  are  just  two  ways  to  have 
n.ore  money — earn  more  or  save  more.     Why  not  do  both.'* 

Keeping  a  bank  account  encourages  habits  of  saving,  not  only  on 
the  part  of  the  head  of  the  house  but  among  members  of  the  family 
as  well. 


SAVINGS    BANK    ADVERTISING 


37 


The  wisest  course  for  the  person  of  moderate  resources  is  to  keep 
entirely  clear  of  speculation,  no  matter  what  form  it  takes. 

Become  a  regular  depositor  in  a  good  strong  institution  like  this. 
Create  a  reserve  fund  and  show  that  you  are  one  of  the  "fittest," 
who  survive. 

Few  persons  are  so  poor  that  they  can  not  save  something. 

The  president  of  a  large  manufacturing  company  urges  his 
employes  to  save  twenty  per  cent,  of  their  salaries  regularly,  be- 
cause the  company  is  anxious  to  promote  those  who  can  manage 
their  own  incomes  well. 

The  actual  accumulation  of  money  is  the  outward  and  visible 
sign  that  a  man  is  really  thrifty,  and,  although  thrift  means  more 
than  just  saving,  to  a  large  extent  saving  is  the  measure  of  a  man's 
progress. 

You  might  as  well  have  the  feeling  of  security  that  comes  from 
a  prudent  handling  of  your  financial  matters.  Start  a  savings  bank 
account.     That  is  the  first  step. 

If  you  are  having  pretty  fair  luck  in  your  business,  if  you  get 
a  larger  salary,  don't  let  it  turn  your  head.  As  your  income  in- 
creases, let  your  savings  increase  in  a  larger  ratio  than  your  ex- 
penditures. 

No  matter  how  large  your  income,  nor  how  great  a  balance  you 
may  carry  with  the  commercial  department  of  a  banking  institution, 
you  should  put  part  of  your  income  into  the  savings  bank. 

The  psychological  effect  of  saving  is  that  you  are  enabled  to  give 
your  whole  attention  and  best  efforts  to  your  work.  In  short,  when 
you  save  regularly  you  can  do  better  work  and  more  of  it. 

The  saying  is  that  "Knowledge  is  power."  It  is  particularly 
true  that  the  knowledge  that  you  can  overcome  obstacles  comes 
through  thrift  and  it  gives  you  additional  power. 

You  can  save  money  without  being  really  thrifty,  but  you  can't 
be  thrifty  without  saving  money. 

The  housewives  of  the  country  are  the  "committee  of  appropria- 
tions" in  every  family,  and  like  most  such  committees,  the^  are  pre- 
disposed to  economy. 


38 


2000  POINTS  FOR  FINANCIAL  ADVERTISING 


Everybody — even  those  who  believe  they  are  rich — should  have 
a  savings  bank  account.  We  know  of  no  other  —  per  cent,  invest- 
ment so  convenient  and  satisfactory,  nor  is  there  any  other  where 
you  can  get  at  your  money  so  quickly  when  you  need  it. 

Successful  business  men  are  unanimous  in  expressing  the  opinion 
that  success  comes  through  saving. 

Economy  is  a  word  that  sounds  harsh.  There  is  very  little  music 
in  it  for  most  ears,  but  when  you  look  at  it  in  the  right  way,  thrift 
is  a  pleasant  thing. 

Willingness  to  sacrifice  now  in  order  to  have  enough  for  the 
future  necessities  of  yourself  and  those  dependent  upon  you  is  one 
of  the  most  desirable  qualities  you  can  develop. 

The  man  who  has  $500  a  year  to  live  on,  or  $1,000,  may  be 
just  as  wasteful  in  his  extravagance,  proportionately  to  his  income, 
and  may  be  even  more  justly  blamed  for  it  than  the  man  who  has 
an  annual  income  of  $25,000,  $50,000  or  $1,000,000. 

A  MAN  who  is  financially  dependent,  whose  daily  resources  are 
sufficient  only  for  daily  needs,  can  never  enjoy  the  fullest  measure 
of  freedom  and  self  respect. 

There  is  pleasure  and  satisfaction  in  the  orderliness  which  thrift 
demands.  There  is  joy  in  the  anticipation  of  the  comfort  and  re- 
laxation which  is  the  future  reward  of  present  industry  and 
economy. 

Financial  independence  is  something  everyone  wants  to  enjoy, 
but  at  the  same  time  it  is  something  that  not  everyone  wants  to 
work  for. 

To  save  money  wisely,  husband  and  wife  ought  to  co-operate.  A 
savings  bank  account  has  solved  the  problems  of  household  economy 
in  countless  homes. 

It  is  wonderful  what  an  amount  of  dignity  and  confidence  one 
gets  from  the  fact  that  he  has  a  growing  bank  account. 

If  you  have  not  already  made  regular  saving  part  of  your  life 
plan,  do  so  at  once.  You  will  never  regret  it  and  you  may  have 
great  cause  for  thanksgiving  later  if  you  practise  savings  bank 
thrift  now. 


,1 


SAVINGS    BANK   ADVERTISING 


39 


The  feminine  inclination  is  to  be  "penny  wise  and  pound  fool- 
ish"; the  masculine  tendency  is  a  contempt  for  the  small  economies 
which  collectively  result  in  a  considerable  saving. 

Our  thrift  talks  in  these  advertisements  have  done  you  no  good 
unless  you  have  actually  begun  to  save  some  of  your  money. 

Do  something  about  this  now.  You  have  everything  to  gain  and 
nothing  to  lose. 

Young  man,  if  you  have  not  already  begun  to  build  up  a  reserve, 
why  not  make  this  your  Independence  Day  by  deciding  to  begin 
at  once  to  save  systematically  and  deposit  your  savings  in  the  bank 
regularly  } 

No  one  can  afford  to  miss  the  comfortable  feeling  that  comes 
with  the  possession  of  a  savings  account. 

Banking  by  mail  is  simply  the  application  to  the  use  of  individ- 
ual depositors  of  the  system  in  vogue  among  banks.  It  is  per- 
fectly safe. 

Enforced  economy  is  one  of  the  greatest  factors  in  success.  It 
may  be  enforced  by  circumstances  or  by  your  own  resolution,  but  in 
the  end  it  brings  its  reward. 

Money  is  stored  labor.  The  more  of  it  you  have  saved  the  less 
you  will  need  to  work  because  you  have  stored  labor  at  your 
command. 

Capital  is  a  product  of  industry.  Everyone  who  works  creates 
it.  The  question  that  should  concern  you  is,  Do  you  get  your  full 
share  of  the  capital  you  create? 

It  won't  do  you  any  harm  to  imagine  your  income  smaller  than 
it  is.  You  probably  will  find  that  you  can  live  on  less  money  than 
you  are  spending  now. 

Put  your  savings  into  this  strong  bank  and  you  will  be  getting 
financially  stronger  instead  of  standing  still  or  running  behind. 

It  is  natural  and  easy  to  follow  the  line  of  least  resistance.  But 
it  leads  nowhere. 

Start  a  savings  account  to-day  for  one  or  more  of  your  children. 
Can  you  think  of  a  more  desirable  Christmas  or  birthday  present.^ 


'i. 


I 


4 


40        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

It  is  the  easiest  thing  in  the  world  to  spend  money  foolishly  or 
carelessly.  But  successfully  resisting  the  temptation  brings  two 
rewards — a  stiffening  of  your  mental  and  moral  backbone  and  an 
increase  in  your  material  resources. 

You  are  no  exception.  You  ought  to  save  even  on  general  prin- 
ciples, and  you  can't  tell  how  soon  you  will  be  very  glad  you  have 
a  savings  account  in  the  bank  drawing  interest. 

We  have  on  our  books  many  depositors  who  live  in  smaller 
towns  and  farming  communities  in  this  section.  These  persons  do 
their  business  with  us  through  the  mails  with  safety  and  con- 
venience. 

Money  in  the  bank  will  be  a  bulwark  of  defense  for  you  in  time 
of  need.     Begin  now  to  prepare  for  the  future. 

Use  the  savings  bank  and  in  a  comparatively  short  time  you  can 
have  a  good  sum  of  money  at  your  disposal  for  "profitable  expen- 
diture" if  you  wish. 

Even  bad  luck  and  failure  may  be  stepping  stones  to  success  if 
you  have  the  right  stuff  in  you.  This  has  been  the  experience  of 
thousands  of  ambitious  men  and  women  evervwhere. 

Many  a  man  has  lost  good  business  opportunities  by  not  being 
prepared,  financially,  to  grasp  them. 

You  need  the  power  which  comes  from  saving  money  and  put- 
ting it  away  safely.  There  is  a  two-fold  benefit  from  the  practice 
of  economy — you  develop  character  and  you  accumulate  capital. 

The  saver  is  a  better  citizen  and  a  stronger  man  in  every  way. 
Increase  your  savings  and  your  self  respect  at  the  same  time. 

Don't  go  through  life  ruled  by  circumstances.  Put  yourself  in 
a  position  to  control  circumstances  and  turn  them  to  your  own 
advantage. 

The  boy  with  his  pockets  full  of  pennies  is  not  satisfied  until  he 
has  spent  all  of  them.  It  is  often  the  same  with  children  of  a 
larger  growth. 

It  is  a  good  deal  easier  to  spend  that  five  dollars  when  it  is  in 
your  pocket  that  it  is  when  you  must  first  go  to  the  bank  and  draw 
it  out. 


SAVINGS    BANK    ADVERTISING 


41 


I 


I 


If  you  have  no  savings  account,  see  to  it  that  you  have  this 
cause  for  thanksgiving  next  year.    Now  is  the  time  to  plan  for  it. 

Is  your  money  safe  from  yourself.'*  That  is  rather  an  unusual 
question,  but  if  you  stop  to  think  about  it  you  will  see  that  it  is 
not  an  unreasonable  one. 

Other  things  being  equal,  the  more  money  you  have  in  the 
savings  bank  the  merrier  your  Christmas  will  be. 

The  man  who  has  money  ahead  and  has  learned  that  by  keeping 
a  bank  account  he  can  make  his  money  work  for  him  is  free  from 
worry  for  the  present  and  anxiety  for  the  future. 

You  might  as  well  enjoy  the  earning  power  of  money  yourself. 
Why  not  do  so.'*  The  sure  and  safe  road  to  financial  success  is 
through  a  bank  account. 

In  every  community  there  is  a  "Down  and  Out"  club.  Its  mem- 
bership consists  of  broken  down  and  disappointed  persons,  who 
have  made  a  failure  of  their  lives  from  a  financial  standpoint. 

The  opinion  of  famous  men  is  not  needed  to  convince  you  of 
the  value  of  thrift.  Just  look  around  you.  There  are  many  living 
examples  right  in  this  community  of  the  benefits  of  industry  and 
thrift. 

The  time  to  build  up  a  reserve,  a  safeguard  for  the  future,  is 
now,  when  you  are  strong  and  able  to  work  and  sacrifice. 

You  don't  know  about  the  future,  but  you  do  know  that  now, 
to-day  you  are  able  to  earn  and  save.  Make  the  most  of  your 
present  opportunity  and  prepare  yourself  for  greater  ones  later  on. 

When  you  buy  anything  on  instalments  you  pay  interest  in  the 
shape  of  higher  prices.  Save  in  our  bank  and  let  us  pay  you  com- 
pound interest.  Soon  you  will  be  in  a  position  to  buy  for  cash  at 
low  prices. 

A  business  man  says:  "I  know  from  experience  that  it  is  hard 
to  save.  The  best  way  to  do  it  is  to  keep  a  written  account  of  your 
income  and  expenditures." 

The  first  hundred  dollars  you  accumulate  represents  a  lot  of 
hard  work  and  self-sacrifice.  The  second  hundred  will  be  easier 
to  get  together. 


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iS 


The  mill  will  never  grind  with  the  water  that  is  past,  and  the 
money  you  spend  foolishly  is  gone  beyond  recall. 

A  GREAT  writer  has  said  that  the  measure  of  a  man's  worth  is  in 
bis  "capacity  to  do  without." 

The  savings  bank  plan  is  really  so  easy  and  simple  that  a  great 
many  persons  overlook  it  entirely  or  keep  putting  off  their  start  on 
the  road  to  independence  till  "a  more  convenient  season." 

It  is  not  necessary  for  the  average  man  in  this  country  to  give 
up  any  real  necessity  and  very  few  comforts  in  order  to  get  a 
competence. 

What  have  you  to  show  for  the  hard  work  you  have  been  doing 
all  these  years  .»*  If  you  have  a  home  of  your  own,  if  you  have  a 
little  farm  or  an  orchard,  if  you  have  money  in  the  bank — this  does 
not  apply  to  you. 

We  encourage  your  thrift  by  providing  you  with  an  absolutely 
safe  place  for  your  savings  and  by  paying  you  —  per  cent,  com- 
pound interest  on  them. 

Have  you  learned  yet  what  is  your  ability  to  do  without?  It 
will  pay  you  well  to  learn  this. 

There  is  no  reason,  aside  from  physical  disability,  why  you 
cannot  acquire  at  least  enough  wealth  to  make  it  possible  to  spend 
the  declining  years  of  life  in  comfort  and  without  worry  or  anxiety 
concerning  the  necessities  of  life. 

A  little  self-denial  is  not  a  bad  thing  for  the  character  or  the 
bank  account. 

Thrift  means  more  than  most  persons  realize.  A  thrifty  person 
is  economical,  not  alone  of  his  money,  but  of  his  strength,  his  health, 
his  energy  and  his  mental  powers. 

To  thousands  of  persons  their  small  savings  gave  them  their 
first  opportunity  to  apply  their  abilities  in  a  productive  field,  and 
the  lessons  learned  from  first  savings  enabled  them  to  stop  waste 
and  leaks,  making  every  dollar  work. 

Waste  not,  want  not.  Do  you  know  of  any  truer  proverb  than 
that.^  We  do  not.  We  have  seen  it  illustrated  in  the  experience 
of  many  persons  and  business  concerns,  haven't  you? 


Your  earnings  get  into  the  bank  wliether  ifou  put  them  there  or 
not.  If  you  are  not  thrifty  yourself,  eventually  some  man  who  is 
thrifty  will  get  your  money  and  he  will  put  it  into  the  bank  to 
work  for  him. 

Your  family  and  its  needs  probably  occupy  a  good  share  of  your 
waking  thoughts.  If  you  are  wise  you  are  thinking  of  future  as 
well  as  present  necessities. 

Having  money  in  the  bank  will  help  you  even  if  you  do  not  use 
it  for  a  great  many  years.  The  moral  and  mental  influence  of 
having  something  laid  by  that  you  could  use  if  you  had  to  will  mean 
a  great  deal  to  you. 

How  many  thoughtless  and  extravagant  persons  there  are  who  do 
not  see  the  wisdom  of  providing  in  time  of  prosperity  for  a  possi- 
ble time  of  adversity! 

We  have  seen  such  wonders  wrought  by  systematic  saving  that 
we  sincerely  believe  that  you  are  making  a  great  mistake  if  you 
are  not  making  some  such  plan  a  part  of  j'^our  life. 

The  old  proverb,  "If  wishes  were  horses,  beggars  might  ride," 
is  a  rather  pessimistic  one.  It  is  all  right  to  wish  for  things  pro- 
vided you  go  a  step  further  and  will  to  get  them. 

The  man  who  really  desires  anything  enough  to  sacrifice  present 
comfort  and  pleasure  for  it  is  quite  likely  to  get  it. 

When  in  doubt,  do  without. 

There  are  no  greater  steadying  influences  for  young  men  than  a 
growing  account  in  some  good  bank. 

Begin  to-day  and  soon  you  will  not  only  have  saved  money  and 
added  that  strength  of  character  which  self-denial  always  brings, 
but  you  will  have  established  friendly  relations  with  an  institution 
that  can  be  of  the  greatest  value  to  you. 

To  have  a  money  surplus — capital  in  reserve — is  simply  throw- 
ing an  anchor  to  windward.  It  will  prevent  your  drifting  on  to  the 
rocks  of  dependence  and  want. 

If  a  young  man  ever  expects  to  succeed  in  business  he  must  be 
economical.  No  matter  how  small  the  sum  the  boy  or  young  man 
is  receiving,  he  should  always  save  a  portion  of  his  income, 


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45 


At  forty,  men  begin  to  ask  themselves  about  the  degree  of  suc- 
cess they  are  attaining  in  life.  By  that  time  they  have  lost  many 
of  the  illusions  of  youth  and  have  learned  pretty  well  how  to  gauge 
their  own  ability  and  resources. 

If  you  always  spend  less  than  you  earn,  you  will  always  be 
ahead  of  the  game. 

With  a  savings  account  in  a  strong  bank  like  this  you  know  just 
where  your  money  is  and  what  it  is  earning  for  you  all  the  time. 

There  is  a  great  satisfaction  in  watching  a  savings  account  grow 
by  new  deposits  and  interest. 

The  devil  of  debt  seems  to  be  on  the  heels  of  a  great  many 
persons  nowadays  on  account  of  the  many  seductive  temptations 
there  are  to  live  be3^ond  one's  means. 

Saving  provides  you  with  actual  cash  in  hand;  it  enables  you  to 
get  the  materials  of  success  and  the  assistance  of  books,  teachers 
and  the  experience  of  others;  it  develops  prudence,  persistence, 
courage  and  other  qualities  necessary  for  success. 

Consider  seriously  the  earning  power  of  money.  Whenever  you 
spend  money  foolishly  you  are  not  only  losing  this  actual  cash  in 
hand,  but  also  the  interest  that  this  money  might  earn  for  you  as 
long  as  you  live. 

How  much  money  have  you  saved  up?  How  much  can  you  save 
in  the  next  year  ?  It  does  a  man  good  to  look  the  situation  squarely 
in  the  face  once  in  a  while  and  see  how  he  is  coming  out  financially. 

W^E  have  your  interests  sincerely  at  heart  when  we  advise  you  to 
save  a  good  portion  of  your  income  and  become  a  regular  savings 
depositor. 

Cultivate  a  five-year  vision,  because  what  your  position  will  be 
five  years  hence  depends  to  a  large  extent  upon  how  you  take  ad- 
vantage of  present  opportunities  and  prepare  yourself  for  future 
ones. 

The  more  a  man  works  the  more  essential  it  is  for  him  to  save, 
if  he  is  to  get  the  real  good  from  his  labor. 

As  to  your  business,  financial  and  social  position,  in  five  years 
where  do  you  want  to  be? 


The  saved  portion  of  your  earnings  is  the  seed  of  actual  accom- 
plishment and  independence.  This  is  not  theory — it  is  a  practical 
fact  which  many  learn  from  experience  when  it  is  too  late.  Don't 
wait. 

Take  your  pencil  and  paper  and  do  a  little  calculating  on  in- 
come and  outgo.  And  do  not  forget  that  interest  on  savings  will 
add  materially  to  your  income. 

In  a  way  we  are  performing  a  public  duty  by  urging  habits  of 
thrift  upon  the  part  of  citizens  generally,  as  a  thrifty  community 
is  a  prosperous  and  happy  one. 

Will  you  start  to-day  to  save  a  portion  of  your  income  regu- 
larly or  will  you  continue  to  procrastinate  and  postpone  the  start 
until  a  "more  convenient  season?" 

John  Wanamaker  said:  "The  difference  between  the  clerk  who 
spends  all  his  salary  and  the  clerk  who  saves  part  of  it  is  the 
difference — in  ten  years — between  the  owner  of  a  business  and  the 
man  out  of  a  job." 

Do  not  forget  that  this  reliable  bank  pays  compound  interest  on 
savings  accounts  and  you  can  easily  deposit  and  withdraw  money 
by  mail. 

Saving  money  is  practically  indispensable  for  business  success, 
not  only  in  itself  and  in  the  credit  which  it  brings,  but  also  for  the 
good  mental,  moral  and  physical  effects  that  habits  of  thrift  have 
upon  the  individual  himself. 

It  is  a  mistaken  idea  that  one  must  have  a  large  amount  of  money 
to  open  an  account — one  dollar  is  enough. 

Optimism  is  an  important  factor  in  success.  It  has  a  bearing 
upon  the  subject  of  thrift,  because  both  hoping  and  working  en- 
ter very  largely  into  the  success  attained  by  thrifty  persons. 

At  this  time  when  many  young  people  are  turning  their  thoughts 
toward  the  subject  of  higher  education,  we  want  to  impress  upon 
their  minds  the  importance  of  saving  money  for  future  use. 

If  you  want  to  get  on  in  the  world  you  must  always  be  willing 
to  sacrifice  the  present  for  the  future.  It  is  a  good  thing  to  have 
a  goal  to  work  for  continually. 


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47 


The  man  who  has  money  laid  away  in  the  bank  is  a  most  desir- 
able employe.  His  mind  is  free  from  debts  and  money  worries,  and 
he  is  able  to  give  his  whole  time  and  attention  to  pushing  the  bus- 
iness with  which  he  is  connected. 

Economy  is  not  meanness;  it  is  management.  While  this  state- 
ment has  been  made  in  regard  to  government  expenditures,  it  ap- 
plies just  as  much  to  an  individual  in  the  handling  of  his  own 
finances. 

Going  into  debt  is  putting  a  mortgage  on  your  income.  It  is 
discounting  tomorrow's  independence  for  to-day's  good  time. 

Insure  your  opportunities  by  means  of  a  savings  bank  account. 
In  this  kind  of  insurance  you  are  paid  dividend  instead  of  having 
to  pay  premiums. 

Did  you  ever  stop  to  consider  how  compound  interest  makes 
money  grow.^  It  has  been  compared  to  a  plant  sending  up  a  tiny 
new  sprout  every  six  months. 

Save  money  and  get  married.  After  you  are  married  keep  right 
on  saving  money.     Your  wife  will  help 'if  she  is  a  true  helpmate. 

Persons  who  do  not  have  the  thrift  instinct  often  misunderstand 
those  who  do  have  it.  Prudence  in  money  matters  is  sometimes 
called  stinginess. 

By  industry  and  thrift  you  can  gradually  accumulate  a  cash 
surplus  which  will  prove  of  timely  assistance  to  you  when  a  good 
business  opportunity  or  money-making  idea  comes  your  way. 

The  trouble  with  a  good  many  people  who  don't  succeed  as  well 
as  they  might  is  that  they  have  more  "wishbone"  than  "backbone." 

One  of  the  very  best  ways  to  be  prepared  for  opportunities  is 
to  have  money  saved  and  put  away  in  a  good  bank,  where  it  is 
safe  and  always  within  easy  reach  when  needed. 

The  amount  that  you  are  able  to  save  every  week  may  appear 
very  small,  but  in  time  systematic  saving,  with  the  aid  of  interest, 
will  give  you  some  substantial  capital. 

Good  ideas  are  worth  nothing  unless  they  are  put  to  practical 
use.  Success  comes  from  thinking  along  practical  lines  and  acting 
promptly  when  the  proper  opportunity  presents  itself. 


No  man  ever  accumulates  a  fortune  unless  he  has  the  habit  of 
making  sacrifices  today  in  order  that  he  may  have  something  to 
work  with  tomorrow. 

Andrew  Carnegie,  who  started  out  a  poor  boy  and  is  now  worth 
several  hundred  million  dollars,  has  amply  proved  the  value  of  thrift 
in  his  own  case.     He  says  it  is  a  test  of  success  in  life. 

We  want  to  help  you  all  we  can  in  your  efforts  to  get  ahead 
financially — to  create  a  tangible  proof  of  your  accomplishments 
in  the  shape  of  money  saved. 

A  BANK  account  and  the  credit  it  gives  you  will  be  of  the  great- 
est aid  to  you  in  getting  together  the  first  few  hundred  dollars 
which  you  must  get  in  order  to  advance  speedily  on  the  road  to 
wealth. 

This  bank  wants  to  emphasize  strongly  that  one  of  the  surest 
ways  of  getting  ahead  is  to  form  the  habit  of  saving  money  sys- 
tematically and  depositing  it  regularly  in  a  safe,  interest-paying 
bank  like  this. 

It  will  pay  you  to  learn  that  you  can  do  without  and  still  get 
along  with  the  full  respect  of  your  neighbors  and  friends. 

The  plan  of  saving  a  little,  however  small  the  salary,  is  a  prime 
requisite  for  the  highest  success,  as  it  means  a  self-restraint  which 
prevents  expensive  and  dissipating  habits. 

There  is  an  old  maxim  to  the  effect  that  if  you  spend  your  all, 
somebody  else  deposits  your  savings.     Deposit  them  yourself. 

For  their  good  as  well  as  for  our  own  advantage,  we  want  to  get 
the  young  people  of  this  community  interested  in  this  subject  of 
systematic  saving. 

Successful  people  say  that  thrift  is  one  of  the  virtues  which  lie 
at  the  root  of  human  progress. 

The  cases  are  rare  where  men  who  have  contracted  extravagant 
habits  in  early  life  come  to  large  and  permanent  success. 

We  do  not  advocate  carrying  the  saving  idea  to  the  extreme.  Put 
it  on  a  higher  plane  and  thus  add  a  fascination  to  the  idea  which 
makes  it  worthy  of  the  best  efforts  of  any  man  or  woman  who  is 
ambitious  to  get  ahead. 


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48        2000  POINTS  FOR  FINANCIAL  ADVERTISING 


SAVINGS   BANK  ADVERTISING 


49 


!      i 


Dividends  are  paid  by  net  earnings,  not  by  gross  revenues. 

No  one  will  earn  a  home  for  you  but  yourself.  YOU  must  earn 
the  money  and  YOU  must  save  the  money. 

Thrift  is  an  important  element  of  character  which  has  been 
present  in  the  make-up  of  every  man  who  has  made  a  financial  suc- 
cess of  his  life  through  his  own  efforts. 

When  you  have  an  account  with  a  reliable  institution  like  this 
your  family  grows  up  with  the  proper  ideas  of  accounts  and  an 
acquaintance  with  business  methods. 

Keep  your  eye  on  the  future.  It  is  better  to  sacrifice  a  little  now 
than  to  want  later  on  when  your  earning  capacity  is  not  so  great. 

President  Taft  says  that  the  man  who  does  not  hope  for  better 
things  and  does  not  believe  that  better  things  can  be  brought  about, 
is  not  the  man  likely  to  bring  better  things  about. 

Capital  is  a  very  important  element  of  business  success.  Lack 
of  it  often  means  failure.  You  can  create  capital  by  saving — by 
funding  part  of  your  income. 

For  the  wage-earner  who  ought  to  have  absolute  safety  for  his 
savings  and  at  the  same  time  a  fair  interest  return,  there  is  nothing 
better  than  a  savings  account  in  this  institution. 

How  is  it  with  you.'^  Are  you  prepared  for  opportunities.^  Or, 
when  they  come  to  you,  do  you  have  to  let  them  slip  by  to  be 
seized  by  others.'* 

You  will  be  more  careful  about  your  savings  when  you  fully 
realize  that  they  will  take  care  of  you  if  you  keep  on  saving  long 
enough  and  deposit  your  money  in  a  good  bank  like  this  to  earn 
compound  interest. 

The  best  opportunity  in  the  world  will  mean  nothing  to  you  if 
you  are  not  prepared  for  it. 

We  cannot  inipitss  upon  employers  too  strongly  the  wisdom  of 
encouraging  their  employes  to  economize,  to  save,  to  start  a  bank 
account. 

The  question  for  you  to  answer  is:  "Am  I  saving  as  much  as  I 
ran  and  ought  to  save.^" 


Any  person  in  good  health  and  of  average  ability  ought  to  be 
able  to  save  enough  between  the  ages  of  twenty  and  fifty  to  enable 
him  or  her  to  live  from  then  on  without  being  dependent  upon  daily 
earnings  for  daily  needs. 

The  bureau  drawer  is  not  a  secure  place  in  which  to  deposit  your 
savings.  Your  money  there  is  not  safe  from  loss  by  fire  or  theft, 
nor  is  it  always  safe  from  yourself. 

A  savings  bank  account  stands  for  purpose,  decision,  firmness, 
persistence,  unselfishness,  prudence,  forethought,  courage,  temper- 
ance, continence,  ambition  and  achievement  on  the  part  of  the  one 
who  maintains  it. 

Getting  the  start  is  usually  the  hardest  part  of  a  business  career. 
Ask  any  successful  man  how  he  got  his  start  and  the  chances  are 
ten  to  one  that  he  will  say:  "By  regular  saving." 

It  is  hard  to  realize  what  Macauley  called  "the  present  value  of  a 
distant  advantage."  This  is  seen  in  the  way  so  many  persons  ne- 
glect to  save  money  in  days  of  prosperity  to  make  provision  for  a 
future  day  of  need. 

The  man  with  a  salary  of  $100  a  month  often  can  save  more  by 
keeping  accounts  than  the  man  who  has  $200,  but  does  not  know 
how  he  spends  it. 

The  only  way  to  have  comfort  in  the  future  as  far  as  material 
things  are  concerned,  is  to  capitalize  part  of  your  income  now  by 
building  up  a  reserve  fund  to  work  for  you  when  you  can  no  longer 
work  for  yourself. 

It  takes  grit,  determination,  backbone,  to  save  money  and  get 
ahead  financially.  Now,  who  has  these  qualities  in  the  greater  de- 
gree, you  or  the  other  fellow.'' 

The  actual  amount  of  money  accumulated  and  earning  for  you  in 
a  savings  account  is  a  very  valuable  resource,  but  it  does  not  exceed 
in  value  the  lifelong  benefit  you  will  derive  from  the  exercise  of 
such  qualities  as  are  involved  in  the  building  up  of  the  account. 

There  is  a  way  to  provide  against  the  rainy  day.  It  is  simple, 
but  safe  and  sure.  Save  part  of  your  income  regularly  now,  and 
when  you  become  old  you  will  have  at  least  the  comforts,  if  not  the 
luxuries,  of  life. 

4 


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50        2000  POINTS  FOU  FINANCIAL  ADVERTISING 

If  at  the  end  of  the  year  the  salaried  man  has  nothing  saved^  his 
year  has  been  a  failure — he  has  made  no  "profits"  on  his  business. 

If  you  haven't  started  to  save  yet,  begin  NOW.  It  will  make  a 
better  man  of  you^  a  better  husband  and  father,  and  a  better  citizen. 

It  has  been  the  experience  of  every  one  who  has  gotten  ahead 
very  far  by  his  own  efforts  that  hoping  and  planning  and  working 
go  hand  in  hand.     Plan  to  save  and  you  can  save. 

It  makes  little  difference  how  able  you  are  or  how  much  money 
you  earn  if  you  live  right  up  to  your  income. 

The  man  who  cannot  and  will  not  save  money  cannot  and  will 
not  do  anything  else  worth  while.  * 

Going  into  debt  recklessly  has  been  the  ruination  of  many  young 
men,  and  in  these  days  of  fierce  competition,  the  ability  to  save 
is  as  necessary  as  the  ability  to  read  and  write. 

Can  you  save  $15  a  month?  The  average  man  between  20  and 
30  years  of  age  ought  to  be  able  to  do  as  well  as  that. 

The  hardest  part  of  saving  is  the  start.  While  we  are  consid- 
ering when  to  begin  it  is  often  too  late  to  act. 

All  over  the  country  there  are  millions  of  people  who,  in  Jan- 
uary and  July  of  each  year,  visit  a  savings  bank  and  wait  in  line 
to  have  the  interest  figures  entered  in  their  pass  books  in  red  ink. 

Have  you  noticed  that  those  who  are  able  to  take  advantage  ofthe 
opportunities  that  arise  are  those  who  have  some  ready  money  .^ 
Such  opportunities  come  to  you.     Are  you  ready  for  them? 

One  of  our  savings  depositors  said  the  other  day:  "The  semi- 
annual dividend  not  only  urges  me  on  to  save  more  money,  but  has 
taught  me  a  lesson  that  extravagance  is  the  root  of  poverty." 

For  your  sake  as  much  as  for  our  own,  we  respectfully  suggest 
that  you  give  serious  consideration  to  this  subject  of  saving  now. 
We  offer  you  good  interest  and  absolute  security  for  your  savings. 

People  do  not  lack  strength,  they  lack  will.  This  applies  to  the 
matter  of  saving.  If  you  want  to  learn  the  difference  between 
wishing  and  working  stop  wishing  for  money  and  work  harder  to 
save  some  of  it. 


SAVINGS   BANK   ADVERTISING 


51 


Capitalize  a  portion  of  your  present  earnings  and  thus  prepare 
for  the  time  when  in  the  natural  course  of  events  your  earning 
capacity  shall  cease. 

Economy  can  be  practised  without  a  loss  of  self-respect  or  in- 
jury to  the  physical  condition. 

Money  isn't  everything.  It  can't  always  buy  health  and  happi- 
ness, but  if  by  your  present  thrift  you  are  able  to  get  into  com- 
fortable circumstances  and  banish  the  worry  of  debt,  will  you  not 
be  doing  something  that  will  surely  make  for  health  and  happi- 
ness ? 

If  you  plan  for  failure  the  chances  are  you  will  fail.  On  the 
other  hand,  one  of  the  surest  ways  to  win  success  is  to  think  about 
it  and  plan  for  it. 

The  difference  between  wanting  and  winning  is  the  difference 
between  wishing  and  working. 

Loose  change  spends  itself.  Money  in  the  bank  is  safe  and  at 
work.  You  will  think  twice  before  spending  money  unwisely  if 
you  must  first  go  to  the  bank  with  your  passbook  and  draw  it  out. 

You  have  worked  hard  for  your  money.  If  you  save  some  of  it 
regularly  it  will  work  for  you. 

To  make  spare  money  safe  from  yourself  put  it  into  the  bank. 
It  will  be  secure  there  and  always  handy  to  get  when  you  really 
need  it  but  not  so  easy  to  get  at  when  the  impulse  comes  to  spend 
it  foolishly. 

Poverty  in  old  age  is  one  of  the  most  pitiful  things  in  the 
world.  It  is  hard  to  be  poor  at  any  time  but  it  is  especially  dis- 
tressing to  have  no  resources  in  the  evening  of  life. 

Saving  money  is  one  of  the  very  first  steps  toward  success. 
James  J.  Hill  says  that  your  answer  to  the  question:  "Are  you 
able  to  save  money?"  determines  whether  or  not  you  are  destined 
to  be  a  success  or  a  failure  in  life. 

Most  of  us  need  to  be  forced  in  some  way  or  other  to  do  many 
things  which  would  really  be  greatly  to  our  advantage. 

Putting  money  away  safely  is  insurance  against  adversity.  No 
one  should  be  without  this  protection. 


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52        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

The  officers  of  this  old  and  strong  institution  have  seen  the  enor- 
mous advantages  of  industry  and  thrift  in  a  great  many  cases. 
They  advise  you  to  save  money  and  put  it  into  the  bank. 

In  this  country  we  as  a  people  are  so  prosperous  that  we  don't 
think  enough  of  the  future.  We  enjoy  the  present  fat  years  and 
forget  that  lean  ones  may  come. 

Ready  money  is  too  easy  to  spend.  It  burns  holes  in  the  pocket 
of  the  man  that  has  it. 

A  SAVINGS  account  in  a  good  reliable  bank  like  this  would  be  an 
ideal  Christmas  gift  because  it  would  be  something  of  lifelong 
value  to  your  child. 

Will  you  not  make  a  personal  application  of  this  now  by  com- 
ing into  the  bank  with  your  first  deposit.''  Declare  your  independ- 
ence today! 

A  GREAT  many  ambitious  men  have  found  that  it  is  a  good  thing 
for  them  to  have  a  regularly  recurring  financial  obligation  to  meet. 
It  forces  them  to  do  their  best  and  makes  them  industrious  and 
thrifty.     Make  a  savings  account  your  creditor. 

The  feeling  of  independence  and  self-respect  that  comes  to  a 
man  who  has  money  in  the  bank  is  worth  all  the  hard  work  and 
self-sacrifice  involved  in  accumulating  such  a  reserve  fund. 

When  in  doubt  as  to  whether  or  not  you  should  make  a  certain 
expenditure  the  chances  are  that  you  ought  not  to  make  it.  At 
any  rate  it  is  always  better  to  err  on  the  safe  side  in  money  matters. 

Even  if  there  were  no  great  practical  advantages  in  having 
money  laid  by  securely,  it  would  still  be  thoroughly  worth  while  to 
save  it  on  account  of  the  moral  and  mental  benefits  derived  from 
the  practice  of  economy. 

By  saving  we  do  not  mean  niggardliness.  Money  spent  in  beauti- 
fying the  home,  in  educating  the  children,  in  pleasing  the  wife,  is 
an  investment  in  happiness  and  pays  big  dividends. 

It  is  manifestly  an  evidence  of  lack  of  good  common  sense  for 
any  young  man  to  spend  all  of  his  income. 

Are  you  saving  part  of  your  income  and  investing  your  surplus 
wisely  .'* 


SAVINGS   BANK   ADVERTISING 


5S 


Worry  saps  strength  and  nervous  energy.  It  destroys  working 
power  and  is  an  enemy  to  success.  Perhaps  the  most  frequent 
cause  of  worry  is  the  lack  of  money. 

When  you  fail  to  get  some  of  your  money  working  for  you  in 
the  bank  you  cheat  yourself  out  of  something  that  is  rightfully 
coming  to  you. 

By  net  earnings  is  meant  the  cash  on  hand  after  all  expenditures 
are  made.  There  is  one  safe  and  sure  way  to  earn  dividends  every 
year.  It  is  to  set  aside  every  week  a  definite  proportion  of  your 
income  to  form  a  reserve  fund. 

No  man  is  truly  independent  who  has  no  other  source  of  income 
than  his  daily  wages  or  weekly  salary  because  if  for  any  reason 
that  income  is  permanently,  or  even  temporarily,  cut  off,  the  man 
instantly  becomes  dependent. 

It  is  every  man's  duty  to  acquire  as  much  money  as  he  can  hon- 
estly and  without  injury  to  himself  or  others. 

If  you  make  $2,000  a  year  and  don't  save  a  cent,  you  are  not 
paying  any  dividends,  while  if  you  are  earning  only  $1,000  annu- 
ally, but  save  $100  of  it,  you  are  earning  10  per  cent,  on  your 
capital  stock,  which  is  your  earning  capacity. 

You  can't  own  your  own  home  unless  you  make  a  cash  payment. 
And,  if  you  are  like  the  great  majority  of  persons,  you  can't  make 
such  a  payment  unless  you  have  been  saving  money  regularly  and 
systematically. 

Most  opportunities  call  for  ready  cash  or  the  good  sense  and 
energy  which  comes  from  acquiring  ready  cash  by  saving  regu- 
larly from  income. 

Learn  how  to  do  without  some  of  the  things  which  you  think 
you  must  have  now.  It  will  benefit  you  both  directly  and  indi- 
rectly as  long  as  you  live.  It  will  strengthen  you  in  respect  to 
both  character  and  material  resources. 

You  can  earn  more  and  save  more  too.  In  fact,  our  experience 
has  been  that  the  more  a  man  saves  the  more  he  makes. 

Saving  makes  a  man  keener  for  opportunities  and  at  the  same 
time  it  provides  him  with  cash  to  take  advantage  of  them. 


54        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Dividends  on  savings  are  the  rewards  of  thrift.  Are  you  get- 
ting that  kind  of  a  reward?  It  is  money  you  don't  have  to  work 
for  except  as  you  work  to  save. 

It  is  easier  to  save  when  you  feel  that  you  must.  Therefore, 
realizing  this,  if  you  are  earning  more  than  you  need  you  will  en- 
deavor to  give  yourself  a  regular  obligation  to  meet  by  choosing 
some  object  for  which  to  save. 

The  sound  principles  of  thrift  and  getting  ahead  in  the  world 
have  not  changed  since  Franklin's  time  any  more  than  human  na- 
ture has. 

It  is  all  right  to  earn  more  money  if  you  can,  but  a  good  many 
persons  have  reached  the  limit  of  their  earning  capacity.  How- 
ever, practically  everybody  can  save  money. 

Just  make  up  your  mind  that  you  owe  your  own  future  so  many 
dollars  a  month  and  make  a  savings  bank  account  the  custodian 
of  the  fund.     Pay  this  debt  to  yourself  regularly. 

Build  up  a  reserve  which  will  prove  a  comfort  and  strength  to 
you  when  you  may  need  for  actual  necessities  the  money  which  you 
are  spending  so  thoughtlessly  today  for  non-essentials. 

One  of  the  hardest  things  in  the  experience  of  persons  of  cul- 
ture and  refinement,  but  moderate  means,  is  the  struggle  to  "keep 
up  appearances." 

It  is  much  wiser  to  do  without  at  least  some  of  those  luxuries 
you  have  come  to  think  are  necessities  than  it  is  to  give  way  to  the 
manifold  temptations  toward  extravagance  today  and  pay  for  it 
with  tomorrow's  sorrow. 

With  money  to  fall  back  upon  in  an  emergency  you  can  pre- 
vent much  needless  worry  and  trouble.  We  know  that  a  savings  bank 
account  is  the  best  aid  to  systematic  thrift. 

It  takes  some  backbone,  some  genuine  courage,  to  withstand  the 
temptation  to  spend  more  money  than  you  can  really  afford^  but 
you'll  feel  better  to  keep  out  of  debt. 

The  average  young  woman  who  each  day  walks  by  this  bank  on 
her  way  to  work  little  realizes  how  much  the  bank  would  mean  to 
her  if  she  would  only  take  advantage  of  its  opportunities. 


SAVINGS    BANK   ADVERTISING 


55 


Man  is  not  self-denying  by  nature.  Unlike  the  squirrel  and  the 
beaver,  he  has  no  instinct  to  provide  out  of  present  abundance  for 
future  needs.  But  experience,  observation,  common  sense,  teach 
him  to  do  so. 

There  are  at  the  present  time  more  ways  of  getting  rid  of  a 
large  amount  of  money  than  ever  before,  and  there  still  remains 
but  one  way  of  saving  money,  which  is,  not  to  spend  it. 

The  mind  has  a  great  influence  over  the  body.  Saving  makes 
you  think  success  thoughts.  It  creates  in  you  a  desire  to  get  ahead, 
and  desire  is  the  first  step  toward  attainment. 

The  value  of  thrift  is  one  of  the  lessons  that  each  generation 
must  learn  anew. 

Maintaining  a  savings  account  makes  your  surplus  grow  in  two 
ways — you  save  more  money  than  you  would  otherwise  and  your 
savings  draw  interest. 

Whatever  your  income  is  you  ought  to  plan  to  save  some  of  it 
for  future  requirements. 

Poor  Richard  said:  "Work  hard,"  and  he  practised  what  he 
preached.  He  worked  hard  not  only  to  build  a  fortune,  but  to  build 
a  character.  A  little  self-denial  now  and  then  helped  him  to  do 
both. 

Besides  the  actual  amount  of  money  you  accumulate  by  system- 
atic saving,  you  get  very  valuable  mental  effects. 

Work  today  for  tomorrow's  satisfaction,  and  not  to  make  good 
on  account  of  yesterday's  extravagance — that  is  what  you  do  when 
you  maintain  a  savings  account. 

If  you  are  prudent  and  industrious  now,  your  reward  will  come 
later  on  when,  as  the  result  of  your  forethought  and  economy,  you 
have  money  enough  working  for  you  so  that  you  can  "keep  up  ap' 
pearances"  without  any  struggle  at  all. 

The  president  of  a  large  New  York  company,  who  began  life  as 
a  newsboy  in  Columbus,  Ohio,  in  an  interview,  February  13,  1912, 
said:  "If  it  were  possible  for  me  to  double  the  income  of  all  our 
employes,  the  good  I  could  do  in  that  way  would  be  less  than  if  I 
cculd  imbue  them  with  an  earnest  desire  and  purpose  to  save  and 
invest  their  money." 


« 


56        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Talking  Points  for  a  Savings  Bank:  Saving  the  first  $100, 
withdrawals  at  any  time;  savings  create  capital — a  reserve  fund; 
convenient  location;  conservative  management;  perfect  equipment; 
teach  children  saving;  age  of  institution;  officers  interested  in  de- 
positors' welfare ;  experienced  officers ;  figures  of  institution's  growth ; 
prompt  and  courteous  service;  large  capital  and  surplus;  conserva- 
tive loans — how  secured ;  system  in  saving ;  examples  of  actual  expe- 
rience; "burglar  insurance;"  physical  protection — massive  vaults, 
time  locks,  electric  alarm  signals,  bank  always  lighted ;  personnel  of 
board  of  directors  or  trustees;  in  good  times  prepare  for  hard 
times;  free  booklets,  home  bank,  calendar,  etc.;  putting  money  to 
work;  quoting  prominent  men;  limit  spending,  not  saving;  insur- 
ing the  future;  the  needs  of  dependents;  open  one  evening  in  the 
week  until  8  o'clock;  small  accounts  welcome;  interest — the  rate, 
frequency  of  compounding,  method  of  computing,  how  it  makes 
money  grow.  Importance  of  thrift:  Moral  value,  becoming  inde- 
pendent, preparing  for  old  age  and  the  "rainy  day,"  adding  to  self- 
respect,  the  foundation  of  success,  the  basis  of  credit,  saving  for  a 
home,  for  an  education,  being  ready  for  opportunities. 


CHAPTER    II 

Commercial  Bank  Advertising 

Capital,  surplus,  undivided  profits;  depository  for  United 
States,  State,  county^  city;  relative  standing  of  bank  among  other 
institutions  in  community  or  country;  growth  of  deposits  shown 
graphically  by  lines,  diagrams  or  illustrations;  double  liability  of 
stockholders;  come  in  and  meet  officers  for  mutual  benefit;  answer- 
ing questions  of  public;  advice  on  investment,  business,  etc.;  per- 
centage of  reserve. 

The  number  of  accounts,  as  well  as  the  total  amount  of  deposits ; 
physical  protection,  vaults,  safes,  time  locks,  burglar  alarms,  watch- 
men, fireproof  construction  of  building;  banking  by  mail;  location 
— as  to  territory  surrounding  and  as  to  convenience  in  community; 
certificates  of  deposit — interest  bearing,  transferable  by  indorse- 
ment, not  subject  to  attachment,  good  security;  directors  who  di- 
rect— how  often  they  meet. 

Growth  of  community — resources  and  industries,  how  the  bank 
helps;  directors  successful  in  other  lines  of  business;  not  a  "one 
man"  bank;  foreign  exchange;  clerks  who  use  foreign  languages; 
discounting  negotiable  paper  and  commercial  bills;  expert  heads  of 
departments;  depositing  all  receipts  with  bank  and  making  all  dis- 
bursements by  check;  information  department;  modern  equipment; 
drafts  on  principal  cities  of  the  world. 

Letters  of  credit;  travelers'  checks;  money  transmitted  by  tel- 
egraph and  cable;  officers  and  employes  bonded;  prestige  of  deal- 
ing with  a  big  bank;  prompt  remittance  of  collections;  frequent 
audits,  examinations  by  directors'  committee;  no  past  due  paper; 
no  re-discounting;  amount  of  circulation  taken  out;  success  of  bank 
built  on  prosperity  of  customers;  use  of  a  motto  and  emblem; 
amount  of  deposits  shows  popular  confidence;  surplus  and  profits 
show  prosperity;  establishing  a  credit;  how  bank's  capital  is  invest- 
ed; long  history  shows  satisfactory  service;  table  of  growth  of  de- 
posits over  a  period  of  years;  accuracy  in  detail;  how  bank  has 
weathered  panics;  advantages  of  bank  money  orders  as  compared 
with  Post  Office  or  express  money  orders. 

67 


I 


I 


SB        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Government  supervision;  frequent  examinations  by  Comptroller 
of  the  Currency  by  committee  of  directors  and  by  certified  public 
accountants ;  bank  account  a  basis  for  loans ;  earning  good  dividends 
for  stockholders,  the  number  of  such  dividends;  conservatism,  pro- 
gressiveness,  courtesy;  age  and  history  of  bank;  details  of  National 
or  State  supervision;  campaign  of  education  on  banking  methods; 
explaining  statements  in  non-technical  language;  par  arrangements. 

Personal  wealtli  of  stockholders,  real  estate  holdings  of  direct- 
ors; the  laws  safeguarding  National  banks;  banks  add  value  to 
your  property  and  convenience  to  your  business;  charging  due 
paper  unpaid  to  profit  and  loss;  answering  inquiries  of  non-resi- 
dents; bank  does  not  speculate  nor  promote  speculative  enter- 
prises; membership  in  clearing-house;  confidential  relations  be- 
tween officers  and  customers;  negotiating  farm  loans;  list  of  cor- 
respondent banks ;  record  of  loans  made  without  loss  or  foreclosure. 

Helping  young  business  men;  interest  on  time  deposits;  length 
of  service  of  officers;  making  feature  of  report  to  Comptroller,  ex- 
plaining its  details;  proportion  of  surplus  to  capital;  accuracy  in 
detail;  promptness  in  execution;  encouraging  small  deposits;  hav- 
ing many  small  notes;  directors  in  constant  touch  with  affairs  of 
bank;  investment  department;  bonds  bought  and  sold;  conserva- 
tive, safe,  panic-tried;  build  up  your  credit;  our  customers'  suc- 
cess is  our  success;  a  time-tested  bank;  the  quality  of  securities 
held. 

Courteous  regard  for  the  wants  of  every  customer. 

Officers  easily  accessible  and  glad  to  advise  customers. 

Capital  in  a  commercial  account  is  more  effective  for  a  busi- 
ness man  than  in  a  savings  account  notwithstanding  the  fact  that 
it  ordinarily  does  not  draw  interest. 

Proper  use  of  banking  facilities  one  of  the  chief  aids  to  scien- 
tific management  and  business  efficiency. 

Few  men  ever  make  a  large  success  in  business  without  the  aid 
of  some  bank. 

The  man  identified  with  a  bank  as  a  depositor  is  better  pre- 
pared to  seize  business  opportunities  presented  than  one  who  has 
no  banking  credit  established. 


COMMERCIAL    BANK   ADVERTISING 


59 


Diversified  experience  of  directors  a  guarantee  both  of  sound 
management  and  ability  to  give  good  service. 

Keeping  a  good  bank  balance  helps  the  depositor,  the  bank  and 
the  community. 

Being  a  bank  depositor  relieves  you  of  annoyance  in  getting 
a  check  cashed. 

Establish  your  credit  at  the  bank  before  you  seek  accommoda- 
tions. 

A  GOOD  banking  connection  may  mean  the  difference  between 
success  and  failure  in  an  enterprise. 

This  is  an  age  of  specialists.  The  specialty  of  this  bank  is 
commercial  banking. 

Safety  first,  profit  second,  is  the  rule  we  go  by. 

We  always  give  our  regular  customers  the  preference  in  the 
matter  of  loans. 

This  bank  ordinarily  has  about —  per  cent,  reserve,  which  is 
ill  excess  of  the  legal  requirements  and  is  a  notable  factor  of  our 
strength. 

Cash  and  credit  make  a  good  combination.  Put  money  into  the 
bank  and  yon  can  get  credit. 

This  bank  keeps  books  for  its  depositors  free  in  so  far  as  their 
business  is  done  by  checks. 

Every  business  man  and  house  should  have  a  reserve  fund  in 
the  bank. 

A  man's  standing  in  the  community  is  raised  by  his  opening  a 
bank  account. 

A  household  checking  account  is  an  economy  and  convenience 
for  the  householder. 

A  JOINT  account  can  be  opened  by  two  persons  payable  to  either 
or  to  the  survivor. 

Taking  pains  to  make  banking  transactions  easy  and  pleasant 
for  women  customers. 


60        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

The  accounting  of  a  customer's  transactions  involving  the  pay- 
ment of  money  will  be  taken  care  of  by  the  bank  gratis  through 
a  checking  account. 

More  than  90  per  cent,  of  the  volume  of  business  transactions 
involves  the  use  of  checks. 

m 

The  business-building  service  of  the  bank. 

Without  the  advice  of  the  bank  you  might  fall  into  a  mistake 
involving  heavy  loss. 

This  bank  enjoys  the  confidence  and  handles  the  business  of 
many  of  the  leading  firms,  corporations  and  individuals  in  the 
community. 

Our  strength  promotes  the  stability  of  our  customers'  business. 

Mercantile  agencies  quote  the  bank's  opinion  of  a  man  as  be- 
ing the  strongest  kind  of  evidence  concerning  his  business  charac- 
ter and  reliability. 

"Constructive  banking"  expresses  the  working  spirit  of  this 
bank. 

Many  small  businesses  have  become  strong  and  prosperous 
through  wise  banking  connections. 

Any  business  or  individual  maintaining  a  fair  banking  balance 
has  a  right  to  borrow  from  the  bank  in  proportion  to  the  value  of 
the  account  maintained. 

The  business  man  who  knows  clearly  how  to  use  the  bank  has 
a  great  advantage  over  those  who  do  not. 

Courteous  consideration  of  requests  even  if  it  is  impossible  to 
grant  them. 

No  progressive  firm  is  too  rich  or  too  prosperous  to  dispense 
with  banking  accommodations. 

If  a  bank's  investments  are  good,  if  its  credits  have  been  wisely 
extended,  depositors  are  amply  protected. 

Much  is  being  said  nowadays  about  scientific  management  of 
business.  Handling  finances  through  a  checking  bank  account  is 
part  of  the  most  modern  approved  methods. 


COMMERCIAL    BANK   ADVERTISING 


61 


You  ate  helping  yourself,  the  bank  and  the  community  when 
you  keep  as  large  a  balance  in  the  bank  as  possible. 

Our  investments  are  not  only  safe,  but  they  are  such  as  can  be 
turned  into  cash  quickly.     This  is  a  vital  feature  of  sound  banking. 

Every  modern  equipment,  convenience  and  system  for  facilitat- 
ing the  business  of  the  bank  and  its  customers  is  in  use  here. 

This  bank  will  help  you  in  such  a  way  that  you  will  be  able  to 
get  better  results  from  your  own  efforts. 

A  BANK  account  means  safety,  convenience,  acquaintance  and 
accommodation. 

As  a  young  business  man  you  can  profitably  give  up  savings  bank 
interest  because  of  the  additional  working  capital  you  gain  by  hav- 
ing a  commercial  bank  account. 

This  bank  has  so  completely  systematized  its  business  that  the 
requirements  of  its  customers  can  have  attention  without  delay. 

We  make  it  a  point  that  every  business  transaction  with  our  pat- 
rons shall  be  mutually  satisfactory. 

Dealing  each  day  with  men  in  all  lines,  the  officers  of  this  bank 
are  constantly  in  touch  with  conditions  in  every  trade  and  indus- 
try. 

Frequently  we  are  able  to  put  our  customers  in  possession  of 
facts  that  bring  them  profit  or  save  them  loss. 

In  managing  household  expenditures,  a  check-book  acts  as  a 
perpetual  reminder  of  the  difference  between  income  and  outgo. 

The  amount  of  credit  granted  to  any  applicant  by  this  bank  is 
determined  by  the  responsibility  of  the  borrower,  or  the  kind  and 
sufficiency  of  the  security  offered  and  the  value  of  the  deposit  ac- 
count. 

This  bank  wants  to  co-operate  in  every  way  possible  with  local 
business  men  in  increasing  the  prestige  and  prosperity  of  this  city. 

The  officers  of  this  bank  consider  it  both  right  and  good  bus- 
iness to  give  equal  attention  to  small  and  large  accounts. 

Security  and  service  are  the  twin  watchwords  of  this  bank. 


I; 


fi2        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Making  good  loans  is  just  as  necessary  to  the  success  of  a  bank 
as  receiving  deposits.  All  worthy  requests  for  business  loans  will 
receive  the  careful  consideration  of  this  bank. 

No  up-to-date  business  man  attempts  to  get  along  without  fre- 
quent use  of  the  services  and  accommodations  of  a  good  bank. 

Establish  your  credit  by  becoming  a  regular  and  consistent  bank 
depositor.  One  of  the  foundation  stones  for  the  success  of  a  busi- 
ness man  is  the  acquaintance  and  friendship  of  other  men,  and  one 
of  the  most  important  things  is  to  get  acquainted  early  with  the 
officers  of  a  good  bank  where  you  have  an  account. 

Often  the  scrutiny  of  a  trained  outside  observer,  like  your 
banker,  is  the  very  thing  needed  to  discover  some  latent  weakness 
or  danger  in  your  business. 

This  bank  never  overlooks  the  fact  that  its  prime  duty  is  to  its 
depositors,  and  that  every  dollar  on  deposit  has  to  be  paid  back 
to  the  depositors. 

With  one  of  our  Letters  of  Credit  you  can  obtain  money  in  any 
amount  within  the  limit  agreed  upon  from  any  large  bank  or  hotel 
in  the  world. 

The  value  of  an  established  credit  and  a  good  banking  connec- 
tion is  fully  appreciated  when  an  occasion  arises  calling  for  extra 
cash. 

Having  connections  in  all  parts  of  the  world,  this  bank  is  able 
to  send  money  for  its  customers  anwhere  at  a  moment's  notice. 

It  would  be  impossible  to  do  business  as  it  is  done  nowadays 
without  credit  and  the  machinery  of  credit  which  the  banks  supply. 

In  a  National  bank  there  is  a  greater  measure  of  personal  ac- 
countability laid  upon  officials  than  in  any  other  corporation. 

We  consider  the  giving  of  dependable  advice  one  of  the  func- 
tions of  this  bank.  It  frequently  happens  that  our  experience  en- 
ables us  to  make  suggestions  helpful  to  a  business  man. 

There  comes  a  time  with  most  business  houses  when  for  the 
time  being  they  are  rather  hard  pressed  financially.  It  is  then  that 
the  value  of  an  established  credit  and  a  good  banking  connection  is 
fully  appreciated. 


COMMERCIAL   BANK   ADVERTISING 


6s 


We  supply  to  our  patrons  every  advantage  and  convenience  that 
a  bank  can  safely  give. 

The  directors  of  this  bank  enjoy  the  respect  and  confidence  of 
the  community  and  bring  to  the  direction  of  the  bank's  affairs  a 
wide  and  diversified  experience,  which  is  the  surest  guarantee  of 
sound,  conservative  management. 

Our  officers'  and  directors'  first-hand  knowledge  of  general  bus- 
iness conditions  gives  them  the  greatest  possible  advantage  in  di- 
recting the  affairs  o£  this  institution. 

The  integrity,  judgment  and  ability  of  our  officers  and  staff  of 
employes  has  been  tested  by  many  years  of  successful  banking. 

Our  officers  are  always  ready  to  tell  you  points  of  advantage  to 
you  in  financing  your  affairs,  for  they  must,  of  necessity,  keep 
thoroughly  posted  as  to  markets  and  various  lines  of  trade. 

If  we  can  help  you  succeed  in  your  business  enterprises  it  will 
benefit  the  community  and  the  bank  as  well  as  yourself. 

Open  a  checking  account  here,  take  advantage  of  all  modern 
business  methods,  make  use  of  all  banking  facilities,  and  make 
vourself  and  vour  business  methods  known  to  the  officers  of  the 
bank.     This  course  will  pay  you. 

When  this  bank  handles  your  money  it  helps  you  even  beyond 
any  mere  interest  on  your  money,  by  making  your  manner  of  man- 
aging your  funds  safer  and  more  convenient. 

W^HEN  you  deal  with  this  bank  you  can  rest  assured  that  it  is 
always  ready  to  help  you  in  doing  that  which  is  best  for  the 
growth  and  advancement  of  your  interests  along  legitimate  lines. 

JWe  offer  a  bank  large  enough  to  inspire  the  confidence  of  its 
customers,  but  not  too  large  to  give  every  consideration  to  the  in- 
terests of  everv  customer. 

Banks  are  a  necessary  factor  in  the  business  community.  It 
would  be  just  as  difficult  to  conduct  modern  business  without  banks 
a*  it  would  be  without  monev. 

On  such  matters  as  a  purchase,  an  investment,  an  extension  of 
credit,  or  the  management  of  a  business,  a  good  banker  is  competent 
to  give  sound  advice.     That's  his  business. 


(}4        2000  l>OINTS  FOR  FINANCIAL  ADVERTISING 

Not  every  individual  realizes  just  how  much  help  a  good  bank 

can  be  to  him.     It  needs  actual  experience  of  a  bank  account  to 

make   one  appreciate  its  comfort,  convenience,  safety,  profit  and 
general  satisfaction. 

Your  credit  today  is  what  you  have  made  your  name  worth  by 
years  of  honest  dealing,  right  living  and  the  ability  and  disposi- 
tion to  meet  obligations  promptly.  Let  this  thoroughly  reliable 
bank  help  you  build  up  your  credit. 

Safety,  freedom  from  worry,  ease  of  making  change,  getting  a 
sure  receipt,  building  up  credit,  doing  business  in  a  modern  way 
— these  are  a  few  of  the  advantages  of  maintaining  a  checking  ac- 
count.   . 

The  man  who  is  favorably  known  at  the  bank  has  a  distinct  ad- 
vantage over  the  one  who  is  not.  There  comes  a  time  in  almost 
every  man's  life  when  it  will  mean  a  good  deal  to  him  to  have  the 
recommendation  or  indorsement  of  a  good  bank. 

Even  though  you  do  not  deal  in  large  sums  of  money,  a  bank  ac- 
count establishes  your  credit,  provides  a  safe  place  for  your  cash, 
and  systematizes  your  business  dealings. 

Don't  be  afraid  to  start  a  bank  account  with  a  small  sum.  We 
know  that  small  accounts  have  a  way  of  growing.  Most  of  our 
big  accounts  today  started  with  only  a  hundred  dollars  or  less. 

This  bank  will  sell  you  exchange  on  whatever  place  you  re- 
quire, either  in  the  United  States  or  abroad.  Sometimes  you  may 
need  to  remit  funds  which  you  have  not  in  hand.  The  bank  will 
loan  to  you  on  proper  security  and  forward  the  money  wherever 
you  say. 

A  CHECKING  account  makes  for  convenience  and  safety.  It  is  the 
method  used  by  all  the  most  important  business  houses  and  by  a 
great  many  private  individuals. 

If  you  are  giving  money  as  a  present,  bills  or  silver  do  not  seem 
to  be  just  the  thing.  Gold  coin  is  hard  to  get  and  not  convenient  to 
use.  A  check  on  your  bank  for  the  amount  you  desire  to  give  is 
just  the  thing. 

You  need  never  pay  a  bill  twice  if  you  pay  by  check.  The  check 
canceled  by  the  bank  is  positive  proof  that  you  paid  the  money. 


COMMERCIAL    BANK    ADVERTISING 


55 


We  take  pleasure  in  offering  our  services  to  the  public  because 
we  believe  that  our  present  customers  will  assure  new  ones  that 
this  bank  can  and  does  fulfill  all  the  requirements  of  modern  bank- 
ing. 

We  know  of  many  instances  where  a  small  business,  started  by 
men  of  little  means,  but  of  integrity  and  ability,  has,  through  wise 
banking  connections,  become  strong  and  prosperous. 

The  difference  between  good  banking  service  and  poor  banking 
service  may  mean  the  difference  between  profit  and  loss  for  you  in 
your  transactions. 

Banks  often  save  men  from  ruin,  and  no  man  ever  makes  any 
large  success  in  business  without  banking  assistance. 

There  is  no  better  advice  we  can  give  a  young  man  starting 
out  in  his  business  career  than  to  start  a  bank  account  and  keep 
in  close  touch  with  the  banker.  This  will  help  him  accumulate 
money  and  use  it  to  the  best  advantage. 

This  bank  has  helped  a  large  number  of  business  men,  both  in 
times  of  prosperity  and  in  periods  of  storm  and  stress. 

Sometimes  a  bank  helps  a  man  by  refusings  to  lend  him  money 
more  than  it  would  by  granting  him  a  loan. 

If  you  are  starting  out  in  a  business  of  your  own,  or  have  re- 
cently taken  upon  yourself  a  financial  responsibility,  do  not  think 
of  trying  to  get  along  without  the  active  co-operation  of  the  bank. 

The  high  standard  this  bank  has  set  for  itself  in  the  conduct 
of  its  business  is  a  protection  to  its  depositors  in  every  emergency 
and  under  all  circumstances. 

The  profits  of  this  bank  are  earned  by  prudent,  conservative 
business  management  in  which  there  is  not  a  single  element  of  spec- 
ulation or  other  dangerous  method. 

When  you  keep  a  bank  account  you  have  the  use  of  all  the  fa- 
cilities of  the  institution,  the  benefit  of  the  advice  and  suggestions 
of  the  officers,  and  then  if  you  ever  need  loan  accommodation,  it  is 
yours  for  the  asking. 

The  directors  of  this  bank,  who  are  all  successful  business  men, 
meet  weekly  to  confer  on  the  affairs  of  the  bank. 

6 


66        2000  POINTS  FOR  FINANCIAL  ADVERTISING 


COMMERCIAL    BANK    ADVERTISING 


67 


I  •. 


Many  men  have  started  in  business  with  a  capital  only  of  abil- 
ity, hard  work,  honesty  and  good  reputation.  Their  bank  deposits 
at  first  were  not  large,  but  they  established  a  credit  which  helped 
them  on  to  success. 

The  judgment  and  experience  of  the  officers  of  this  institution 
are  backed  by  the  combined  judgment  and  experience  of  an  able 
board  of  directors. 

A  CHECK  account  is  more  of  a  necessity  than  a  luxury,  and  you 
can  enjoy  it  without  expense.  Ask  the  man  with  a  check  account 
if  he  would  be  without  it. 

In  addition  to  our  staff  of  well-trained  men  and  our  financial 
strength,  this  bank  has  every  mechanical  facility  to  make  banking 
with  us  pleasant  and  profitable. 

A  VERY  influential  factor  in  the  up-building  of  this  bank  has 
been  the  considerate  treatment  we  have  accorded  customers,  par- 
ticularly borrowers,  in  times  of  special  need. 

If  the  average  man  made  a  point  of  consulting  his  banker  in 
regard  to  investments  offered  to  him  there  would  be  far  less  good 
money  thrown  away  and  far  fewer  dishonest  promoters  making  an 
easy  living  from  the  ignorance  or  credulity  of  the  general  public. 

A  CHECKING  account  is  a  great  convenience  and  means  of  econ- 
omy for  the  housewife.  We  have  many  such  accounts  on  our  books 
and  we  know  that  in  every  case  it  is  a  great  advantage  to  the 
household  maintaining  it. 

The  man  who  realizes  the  banking  accommodation  to  which  he 
is  entitled,  who  knows  when  and  to  what  extent  it  is  safe  for  him 
to  rely  upon  it,  is  more  likely  to  succeed,  other  things  being  equal, 
than  the  one  who  tries  to  get  along  without  the  aid  of  the  bank. 

A  HUNDRED  small  accounts  make  a  bank  stronger  than  a  dozen 
large  ones  aggregating  the  same  total  of  deposits.  That  is  why  we 
are  constantly  seeking  new  customers.  We  want  as  wide  a  circle 
of  friends  and  customers  as  possible. 

The  public  demands  of  the  banker  promptness  and  truthful- 
ness, and  he  must  live  up  to  his  promises  in  every  respect.  In 
turn,  the  banker  expects  the  same  promptness  and  truthfulness 
from  his  customers. 


In  business,  system  is  generally  conceded  to  be  one  of  the  funda- 
mental factors  of  success,  and  the  regular  maintenance  of  a  bank 
account  is  one  of  the  greatest  aids  to  system  in  business. 

Desiring  to  give  our  customers  the  best  possible  service,  we  are 
continually  seeking  to  improve  our  equipment  in  every  way. 

The  completeness  of  the  service  rendered  by  this  bank,  the  ab- 
solute protection  of  all  funds  deposited  in  its  custody,  and  the 
courtesy  and  general  efficiency  of  its  officers  and  employes  are  re- 
sponsible for  the  increasing  popularity  of  this  institution  in  the 
business  community. 

Good  banking  service  includes  a  great  deal  more  than  you 
realize  if  you  have  no  bank  acount  at  all  or  do  not  maintain  as 
good  a  balance  as  you  might. 

We  issue  traveler's  checks  which  may  be  converted  into  cash 
anywhere  without  red  tape,  delay  or  discount. 

Traveler's  checks  cause  no  worry  or  inconvenience  and  there- 
fore add  greatly  to  the  pleasure  of  a  trip  abroad. 

There  is  not  only  inspiration  and  satisfaction  in  dealing  with 
a  strong  and  growing  bank,  but  there  is  also  actual  profit  in  it,  and 
the  prestige  of  having  a  strong  financial  institution  back  of  you 
is  worth  a  great  deal  to  you  in  your  business. 

The  officers  and  directors  of  this  bank  fully  appreciate  the  ex- 
tent to  which  the  co-operation  of  our  customers  has  helped  the  in- 
stitution grow,  and  they  are  anxious  to  continue  to  co-operate  with 
our  customers  for  mutual  advantage,  and  are  also  anxious  to  get 
in  touch  with  many  more  people  who  need  the  services  of  a  good 
bank  and  whose  business  will  be  an  additional  source  of  strength 
to  us- 

Credit  and  confidence  grow  with  business  relations,  and  when 
once  established  with  a  strong  bank,  they  make  additional  work- 
ing capital  for  a  successful  business. 

Our  local  experience  with  local  conditions  enables  us  to  assist 
you  in  the  right  way. 

It  is  at  the  bank  counter  that  a  man's  credit  is  determined,  and 
the  wise  business  man  makes  every  effort  to  stand  well  there. 


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2000  POINTS  FOR  FINANCIAL  ADVERTISING 


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To  build  on  a  rock  in  the  business  world  one  must  keep  his 
credit  unsullied,  and  he  must  realize  that  the  best  way  to  do  that 
is  by  building  up  a  bank  account. 

If  you  have  any  extra  or  surplus  money  awaiting  investment  or 
anything  of  the  kind,  by  all  means  deposit  it  here  on  interest-bear- 
ing certificate  of  deposit. 

You  are  doing  good  triply  when  you  keep  as  large  a  balance 
as  possible  in  the  bank — you  help  yourself  and  the  community,  as 
well  as  the  bank. 

This  bank  takes  special  pleasure  in  aiding  its  clients  to  estab- 
lish themselves  upon  a  good  credit  basis.  Don'f  '-  '*  until  you 
want  to  borrow.     Begin  to  establish  your  credit  now. 

We  realize  that  the  principal  inducements  a  banker  has  to  offer 
the  business  public  are  security  and  the  pledge  of  personal  at- 
tention to  business.  We  know  that  our  large  capital  and  surplus, 
together  with  the  strictest  government  supervision,  make  the  insti- 
tution absolutely  sound,  while  the  efficiency  of  its  equipment  and 
service  fulfill  the  other  requirements  of  a  good  bank. 

A  CHECKING  account  is  a  time  and  money  saver  in  itself,  and  it 
has  manifold  advantages  on  account  of  the  mutual  acquaintance 
between  banker  and  depositor  which  arises  because  of  it. 

Because  the  business  of  a  bank  can  be  successfully  conducted 
only  with  honest  men,  the  bank  becomes  a  force  making  for  public 
morality  in  the  community  and  presents  such  inducements  to  up- 
rightness that  none  but  the  most  foolish  would  disregard  them. 

Paying  by  check  is  a  great  convenience,  but  using  checks  pre- 
supposes that  you  have  money  in  the  bank,  and  when  you  are  a  reg- 
ular bank  depositor,  you  are  in  a  position  to  get  many  other  con- 
veniences and  accommodations  from  the  bank.  If  you  have  not 
yet  opened  a  bank  account,  or  if  you  are  not  entirely  satisfied 
with  your  banking  relations  elsewhere,  we  would  be  very  glad  to 
welcome  vou  at  our  offices. 

This  bank  is  interested  in  every  business  and  professional  man, 
in  this  community,  no  matter  how  small  his  operations.  If  at  pres- 
ent you  have  limited  means,  but  character  and  hustle,  we  want  to 
have  you  as  a  depositor  and  customer  of  this  bank. 


COMMERCIAL    BANK    ADVERTISING 


69 


Money  you  deposit  in  banks  away  from  home  does  this  com- 
munity no  good.  Therefore  it  is  to  your  best  interests  to  deposit 
your  money  where  it  will  not  only  benefit  you,  but  aid  home  in- 
dustry also. 

This  bank  gives  service  along  the  lines  of  customary  banking 
requirements  of  every-day  business  and  likewise  accommodations 
adapted  to  the  individual  needs  of  the  customer. 

Starting  a  banking  connection  is  a  serious  matter  and  ought 
to  be  done  as  the  result  of  a  careful  consideration  of  all  the  quali- 
fications of  the  bank  seeking  your  business. 

We  desire  the  closest  inspection  of  our  financial  standing,  equip- 
ment, methods  and  personnel  on  the  part  of  those  who  are  thinking 
of  opening  an  account  here,  because  we  know  that  we  can  give  sat- 
itfaction  on  all  of  those  points. 

If  your  check  on  this  bank  is  stolen  or  forged  and  is  paid  to  the 
wrong  party,  you  would  not  lose  anything.  The  bank  is  liable  for 
forged  checks  if  it  pays  them. 

The  good-will  and  co-operation  of  its  customers  is  wanted  by 
this  bank.  We  desire  to  enter  into  the  spirit  of  our  customers' 
wishes  and  requirements,  giving  due  consideration  even  to  minor 
wants  and  to  complaints,  if  there  are  any  to  be  made. 

At  this  bank  you  are  assured  of  a  kindly  consideration  of  your 
requests,  even  if  it  is  not  practicable  to  grant  them. 

We  often  have  *'inside  information"  which  is  of  advantage  to 
our  customers.  It  is  our  policy,  whenever  possible,  to  prevent  any 
unwise  investment,  loan  or  business  move  on  the  part  of  a  cus- 
tomer, as  we  realize  the  mutuality  of  the  interests  of  the  bank 
and  its  patrons. 

The  owner  of  a  business  needing  more  money,  without  thor- 
ough analysis,  sometimes  takes  in  a  partner  with  cash,  or  issues 
new  stock,  when  the  real  need  is  only  a  temporary  loan.  That  is 
where  a  good  bank  can  help — by  the  right  kind  of  advice  and  by 
making  the  required  loan. 

The  methods  of  business  as  it  is  carried  on  today  call  for  the 
assistance  of  the  bank  at  almost  every  turn.  Your  personal  appre- 
ciation of  the  value  of  a  bank  connection  grows  with  your  account. 


70        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

In  becoming  a  depositor  at  this  reliable  institution,  you  not  only 
avail  yourself  of  the  advantages  of  our  prompt  service,  careful 
business  methods  and  complete  banking  facilities,  but  you  also 
profit  by  our  experience  in  financial  matters. 

Every  man  should  feel  it  his  duty  to  maintain  a  regular  bank 
account  and  to  cultivate  the  acquaintance  of  his  banker. 

Providing  a  place  of  safe  keeping  for  money  is  only  one  of 
many  services  which  the  bank  can  perform  better  than  any  other 
institution  or  individual. 

If  you  will  come  into  the  bank  or  write  us,  we  will  be  pleased 
to  give  you  particulars  concerning  our  strength  and  ability  to  give 
you  just  the  kind  of  banking  service  you  need. 

This  institution  has  faithfully  served  its  patrons  for  a  good 
many  years,  and  at  all  times  its  affairs  have  been  conducted  in 
such  a  manner  as  to  inspire  the  utmost  confidence  on  the  part  of 
its  customers. 

The  strength  of  a  financial  institution  lies  in  its  capital,  assets, 
its  honorable  history  and  the  ability,  character  and  standing  of  the 
men  who  conduct  its  affairs.  Possessing  all  these  qualities  to  an 
eminent  degree,  this  bank  solicits  your  account. 

Deposit  your  surplus  in  this  strong  bank  and  take  for  it  a  cer- 
tificate of  deposit.  Your  money  will  earn  good  interest  and  will 
be  kept  perfectly  safe  for  your  permanent  investment  or  other  use 
later  on. 

A  certain  amount  of  knowledge  of  banking  principles  is  neces- 
sary to  the  education  of  every  business  man  or  woman.  Through 
a  bank  account  one  gains  a  knowledge  of  these  things  as  well  as 
of  many  other  facts  of  business. 

Any  woman  who  has  to  look  after  the  many  details  of  house- 
keeping finds  it  a  great  convenience  to  pay  her  household  bills  by 
check.  At  this  bank  we  have  made  special  provisions  for  the  con- 
venience and  comfort  of  ladies. 

As  a  lender,  this  bank  stands  ready  to  aid  anyone  who  is  worthy 
of  it  and  is  building  up  a  legitimate  business.  We  want  your  in- 
fluence and  deposits  as  much  as  you  need  our  advice,  protection, 
accommodation  and  services. 


COMMERCIAL    BANK    ADVERTISING 


71 


We  want  the  people  at  large  to  know  more  about  how  the  bank 
can  help  them  in  their  business  and  financial  affairs. 

You  will  never  appreciate  the  convenience  of  a  checking  account 
until  you  have  one.  As  a  saver  of  time,  trouble  and  worry  the 
check  method  of  handling  personal  or  business  financial  matters  is 
one  of  the  most  valuable  features  of  modern  business. 

When  you  have  a  checking  account  the  bank,  in  a  way,  acts  as 
your  bookkeeper,  and  by  the  return  of  your  canceled  checks  you 
get  automatically  the  best  kind  of  a  receipt  for  every  cent  paid 
out  by  check. 

The  value  of  checks  as  a  means  of  transferring  money  from 
one  place  to  another  has  been  so  thoroughly  demonstrated  that 
millions  of  dollars  in  checks  pass  through  the  mails  every  day. 

We  want  time  deposits  and  are  willing  to  pay  a  specially  good 
rate  of  interest  for  them.  For  such  deposits  we  issue  Certificates 
of  Deposit  which  are  interest-bearing  negotiable  instruments  run- 
ning for  a  longer  or  shorter  period,  as  arranged.  We  consider  this 
method  an  ideal  one  for  the  handling  of  temporarily  idle  funds. 

Every  officer  and  employe  of  this  institution  is  bonded  for  the 
faithful  performance  of  his  duties. 

Our  directors,  all  successful  men,  who  have  demonstrated  their 
ability  in  their  own  business,  meet  weekly  to  confer  on  the  affairs 
of  the  bank. 

We  have  the  financial  strength,  the  organization,  the  experience 
and  the  facilities  to  render  this  institution  up-to-date  in  every 
particular. 

At  this  institution  banking  is  made  easy  for  women.  A  check- 
ing account  simplifies  the  family  buying  done  so  largely  nowadays 
by  the  women  of  the  household. 

The  cashier  is  chief  executive  officer  of  the  bank.  He  represents 
the  board  of  directors  and  sees  that  the  policy  and  plans  formulated 
by  it  are  carried  out. 

Many  women  do  not  feel  as  much  at  home  in  a  bank  as  they 
do  in  a  department  store.  We  take  particular  pains  to  make  bank- 
ing transactions  easy  and  pleasant  for  our  women  customers. 


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72        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

In  every  respect  this  bank  is  suitably  equipped  to  give  prompt 
and  satisfactory  service. 

This  bank  is  anxious  to  co-operate  with  business  men  in  push- 
ing their  business.  There  are  many  ways  in  which  we  can  help 
you  if  you  will  give  us  the  chance. 

If  you  do  not  know  our  cashier  please  consider  this  a  personal 
invitation  to  get  acquainted. 

This  bank  will  value  your  business  and  help  you  if  you  will  give 
us  the  opportunity. 

Maintaining  a  bank  account  presupposes  common  sense,  energy, 
determination,  prudence,  temperance  and  persistence. 

We  are  glad  to  note  that  many  of  our  depositors  feel  as  if  they 
have  a  sort  of  proprietory  interest  in  this  institution.  We  hope  all 
our  customers  will  call  this  their  bank. 

Every  business  man  worthy  of  the  name  realizes  the  importance 
of  maintaining  a  reserve  fund  to  draw  upon  when  having  the  use 
of  additional  money  would  mean  a  considerable  saving  or  an  extra 
profit. 

When  you  pay  your  bills  by  check  you  need  not  worry  even  if 
you  fail  to  get  a  receipt  because  the  endorsement  of  your  check  is 
a  receipt  in  itself. 

Sound  and  progressive  business  methods  in  the  bank's  manage- 
ment; the  active  participation  and  co-operation  of  well-known  bus- 
iness men  in  the  conduct  of  its  affairs;  prompt  and  courteous  at- 
tention to  the  wants  of  customers  and  a  desire  to  satisfy  them. 
These  things  account  for  our  steady  growth. 

For  your  own  sake,  for  the  sake  of  the  community  and  for  the 
sake  of  the  bank  you  ought  to  become  a  regular  bank  depositor. 

When  you  deposit  your  money  in  the  bank  the  bank  does  not 
let  it  lie  idle  by  any  means,  but  sets  it  at  work  promptly. 

There  are  times  when  to  be  able  to  put  your  hand  on  ready 
cash  may  mean  a  big  saving  or  a  quick  profit  in  your  business. 

We  assume  all  risk  of  loss  by  forgery.  If  some  one  else  signs 
your  name  to  a  check  and  we  pay  it,  the  loss  is  ours,  not  yours. 


COMMERCIAL    BANK    ADVERTISING 


73 


Every  department  of  this  bank  is  separate  and  under  the  man- 
agement of  one  man  who  accounts  daily  for  his  individual  work, 
the  positions  of  the  staff  being  changed  frequently,  so  that  each 
department  is  well  checked  up. 

The  mere  ability  to  draw  a  check  on  an  institution  of  the  high- 
est repute  like  this  is  in  itself  a  voucher  for  your  responsibility. 

When  you  endorse  a  check  or  a  draft  always  write  your  name 
on  the  back  exactly  as  it  appears  on  the  face. 

When  we  advise  you  to  circulate  your  money  we  don't  mean  to 
urge  you  to  spend  it,  but  to  put  it  into  circulation  through  the  bank. 

Depositing  in  the  bank  is  a  duty  you  owe  yourself  and  the  com- 
munity at  large,  for  it  is  money  in  circulation  that  enables  business 
life  to  go  forward. 

Do  you  realize  that  a  considerable  part  of  the  service  rendered 
bv  a  bank  to  its  customers  is  without  cost  to  them.^ 

Through  the  bank  your  money  is  helping  along  the  general 
prosperity  while  at  the  same  time  you  are  not  parting  with  your 
money  at  all,  but  are  simply  putting  it  where  it  will  be  kept  safer 
for  you  than  you  could  keep  it  yourself. 

Payment  on  a  check  can  be  stopped  at  any  time  by  notifying 
the  bank,  stating  the  number  of  check  and  the  names  of  the  drawer 
and  the  drawee. 

It  pays  to  cultivate  friendly  relations  with  your  banker.  Keep 
a  regular  account  in  the  bank  and  then  don't  be  afraid  to  consult 
your  banker  in  financial  matters. 

It  is  quite  worth  while  for  any  man  to  build  up  a  reputation 
that  will  entitle  him  to  credit  at  the  bank. 

Maintaining  a  regular  bank  account  through  a  considerable 
period  is  one  of  the  best  ways  to  get  credit  at  the  bank. 

Henry  Clews,  the  well-known  New  York  financier,  says  that 
establishing  a  credit  should  be  the  first  consideration  when  organ- 
izing a  new  business. 

You  cannot  expect  to  accomplish  much  in  a  business  way  without 
using  the  services  of  a  bank, 


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74        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

We  can  care  for  your  money  safely,  protecting  it  from  loss  with 
physical  barriers,  by  legal  safeguards,  and  by  giving  you  sound 
advice  on  how  to  invest  it. 

Farmers  need  loans  sometimes.  It  is,  therefore,  a  good  thing 
for  the  farmer  to  deposit  in  the  bank  when  he  has  money  on  hand 
and  thus  establish  his  credit. 

Observe  a  little  and  you  must  be  convinced  of  the  truth  of  the 
statement  that  it  is  not  to  any  business  man's  advantage  to  try  to 
get  along  without  banking  connections. 

Closely  associated  with  all  sound  business  is  the  sound  bank. 
This  bank  enjoys  the  confidence  and  handles  the  business  of  many 
of  the  leading  firms,  corporations  and  individuals  in  this  com- 
munity. 

A  GOOD  business  man  ought  to  be  more  concerned  with  establish- 
ing a  reputation  than  with  the  art  of  borrowing  money.  The  rep- 
utation established,  the  power  to  borrow  will  follow. 

A  CHECK  should  be  presented  for  payment  within  a  reasonable 
time  after  issue  or  the  drawer  will  be  discharged  from  liability. 

Don't  handicap  yourself  by  refusing  to  establish  relations  with 
a  good  bank.  Do  you  realize  that  without  a  bank  account  you  are 
placed  at  a  disadvantage  in  every  transaction  involving  money  .^ 

We  desire  to  come  into  confidential  relations  with  our  customers. 
We  gladly  give  depositors  the  benefit  of  our  business  knowledge 
and  experience — especially  in  the  matter  of  investments. 

Nowadays  banks  are  indispensable  to  the  business  community, 
and  if  you  have  not  established  banking  relations  you  are  simply 
lessening  the  possibilities  of  your  business. 

This  is  the  kind  of  an  institution  that  can  help  you  in  your 
business. 

You  need  a  good  strong  bank  like  this  back  of  you  in  your  va- 
rious enterprises.  You  may  not  realize  this  need,  but  it  exists, 
nevertheless. 

In  loaning  money  this  bank  always  makes  it  a  point  to  attend  to 
the  needs  of  its  depositors  first. 


COMMERCIAL    BANK    ADVERTISING 


75 


Every  business  as  well  as  every  individual  needs  ballast  in  the 
form  of  a  cash  reserve  to  help  weather  financial  disturbance. 

Besides  being  able  to  put  up  the  full  security  required  of  an 
institution  seeking  government  deposits,  the  financial  condition,  the 
methods  of  management  and  the  general  high  standing  of  this 
bank  have  been  approved  by  the  highest  authorities. 

We  especially  encourage  women  to  open  accounts  with  us  in  both 
our  commercial  and  savings  departments  as  we  give  their  accounts 
special  attention. 

The  stub  of  your  check  book  acts  at  once  as  a  record  and  a 
receipt,  and  this  one  book  will  show  you  at  a  glance  just  how 
much  you  are  paying  to  your  butcher,  grocer,  milkman,  iceman,  or 
dressmaker. 

Our  interest-bearing  certificates  are  issued  in  any  amount.  They 
draw  interest  at  —  per  cent.,  are  payable  in  six  or  twelve  months, 
and  are  negotiable  by  indorsement. 

A  SPLENDID  investment  for  surplus  funds  are  the  certificates  of 
deposit  of  this  bank.  They  are  just  as  safe  and  profitable  as  most 
bonds,  and  a  good  deal  less  trouble. 

The  banker  is  in  position  to  know  a  great  deal  about  business 
and  investment  conditions,  being  in  constant  touch  with  the  com- 
mercial life  of  the  community  and  of  the  business  world  generally. 

No  concern  has  enough  money  to  escape  consideration  of  this 
question.  Too  much  credit  is  a  thing  unheard  of,  except  when  the 
privilege  is  wrongfully  used. 

This  bank  is  a  designated  United  States  depository,  having  com- 
plied with  the  requirements  of  the  United  States  treasury  depart- 
ment, and  is  made  the  custodian  of  a  portion  of  the  government 
funds. 

It  is  a  wise  provision  for  every  business  house  to  maintain  a 
cash  reserve  for  unexpected  demands. 

Remember  that  with  the  bank's  aid  you  can  be  relieved  of  a 
great  deal  of  unnecessary  trouble  in  your  financial  matters. 

The  name  of  this  institution  is  a  synonym  for  all  that  is  clean, 
reliable  and  substantial  in  financial  matters. 


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76        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

In  our  platform  honesty  is  the  principal  plank.  It  is  this  integ- 
rity that  assures  the  depositors  of  this  bank  that  its  affairs  and 
their  interests  will  he  honestly  looked  after  and  that  the  funds  of 
the  bank,  the  ability  and  experience  of  its  officers  and  directors, 
will  be  properly  used. 

There  is  a  great  deal  more  to  the  matter  of  a  good  bank  con- 
nection than  an  outsider  realizes.  Don't  be  an  "outsider"  arty 
longer. 

The  first  of  the  year  is  the  time  when  books  are  balanced,  ac- 
counts straightened  out  and  plans  laid  for  business  extension.  In 
making  your  plans  do  not  overlook  the  important  place  that  a  good 
bank  should  occupy  in  your  transactions. 

The  merchant,  the  manufacturer,  the  farmer,  the  private  indi- 
vidual, all  find  cash  and  credit  a  good  combination.  They  supple- 
ment each  other.  With  credit  you  can  make  money.  With  money 
you  can  get  more  credit. 

At  the  bank  counter  is  the  place  to  establish  your  credit,  and 
becoming  a  regular  depositor  is  one  of  the  important  factors  in 
building  up  that  credit. 

As  a  depositor  all  the  privileges  and  facilities  of  this  institution 
are  placed  at  your  disposal. 

Besides  being  able  to  pay  your  bills  by  check,  when  you  have 
even  a  small  account  in  the  bank,  you  are  enabled  to  buy  goods 
when  the  market  is  low. 

In  a  check,  when  the  amount  written  in  words  and  the  amount 
stated  in  figures  do  not  correspond  the  words  govern.  Every 
check  ought  to  be  endorsed  on  the  back  and  as  near  the  left  end  as 
possible. 

If  you  do  not  know  from  personal  experience  the  satisfaction 
and  profit  of  having  an  account  in  a  strong  and  well-equipped  bank 
like  this,  will  you  not  decide  to  find  out  this  year  .5* 

Care  should  be  taken  in  making  out  checks  to  avoid  errors,  for 
they  may  be  troublesome  and  expensive,  but  with  ordinary  caution 
mistakes  need  never  occur.  The  use  of  checks  in  making  your 
payments  will  prevent  many  misunderstandings,  and  often  will 
save  money. 


COMMERCIAL    BANK    ADVERTISING 


77 


Our  business  is  conducted  with  conservatism,  but  also  with  en- 
terprise and  up-to-date  methods. 

Our  specialty  is  the  handling  of  all  money  matters,  and  in  our 
organization  are  men  who  specialize  still  further  in  the  various 
branches  of  banking  and  finance. 

Will  you  not  now  seek  the  aid  of  this  strong  institution  in  ex- 
tending your  field  and  increasing  the  volume  of  your  business.^ 

A  BANKER  is  familiar  with  the  experience  of  a  great  many  other 
business  men  in  various  lines  and  so  is  likely  to  know  something 
about  your  business  needs  which  you  yourself  may  not  happen  to 
know. 

You  can't  be  too  careful  about  how  you  put  your  name  on  nego- 
tiable paper.  Always  indorse  crosswise  on  the  back  near  the  left 
end.  This  gives  room  for  later  written  indorsements  and  indorsing 
stamps. 

It  is  the  purpose  of  the  government  to  make  the  word  "Nation- 
al," in  connection  with  a  bank,  mean  the  same  as  "Safety." 

The  use  of  checks  is  a  most  general  and  valuable  feature  of 
modern  banking.  A  business  man  who  doesn't  use  checks  is  al- 
most as  far  behind  the  times  as  one  who  doesn't  use  the  typewriter 
or  the  telephone. 

No  bank  can  hope  to  win  the  confidence  and  respect  of  a  com- 
munity unless  every  person  entering  its  doors  is  assured  of  receiv- 
ing fair  and  courteous  treatment,  regardless  of  his  station  in  life 
or  his  relationship  to  the  bank. 

There  is  no  question  about  its  being  an  advantage  to  have  a 
good  bank  back  of  you.  We  desire  an  opportunity  to  prove  to  you 
that  this  bank  is  good  in  its  soundness,  personnel  and  service. 

With  a  regular  account  here  you  are  in  a  position  to  ask  and 
receive  advice,  accommodations  and  the  full  use  of  our  many  fa- 
cjlities. 

It  is  becoming  more  and  more  the  thing  for  women  in  their  shop- 
ping and  household  buying  to  pay  by  check. 

Money  in  the  bank  is  a  great  convenience  to  you  and  your  funds 
are  safe.     It  also  helps  the  community. 


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78       2000  POINTS  FOR  FINANCIAL  ADVERTISING 

This  strong,  conservative  institution  pays  particular  attention 
to  women's  accounts.  Call  at  the  bank  or  write  to  us  about  open- 
ing a  check  account  here. 

There  are  many  factors  in  the  strength  of  this  institution,  not 
the  least  of  which  is  the  nature  of  its  policy  and  control. 

This  bank  is  thoroughly  examined  twice  a  year  by  the  National 
Bank  Examiners.  Five  times  a  year,  upon  the  call  of  the  Comp- 
troller of  the  Currency,  we  issue  sworn  statements  of  condition. 

We  stand  ready  to  convince  you  as  to  our  strength,  ability  and 
responsibility  and  to  show  just  how  we  can  help  you  personally. 
Will  you  not  give  us  an  early  opportunity  to  do  so.^ 

Are  you  in  the  proper  relationship  with  this  bank  to  get  the 
greatest  benefit  from  it.>  One  of  the  first  essentials  is  for  you  to 
become  a  regular  depositor  here. 

We  know  that  our  experience,  knowledge,  ability,  system,  organ- 
ization, modern  methods  and  energy  would  work  greatly  to  your 
benefit  if  you  give  us  the  opportunity  to  help  you  in  your  business. 

Progress  is  rapid  with  the  man  who  combines  good  credit  with 
his  working  capital. 

Banks  are  always  glad  to  make  loans  to  persons  who  are  known 
to  protect  their  credit. 

Do  you  want  some  help  in  your  domestic  financial  problems? 
The  finances  of  any  household  are  better  regulated  and  the  accounts 
more  easily  kept  if  the  money  is  handled  through  the  bank. 

Our  officers  are  easily  accessible  and  glad  to  advise  customers  in 
business  matters. 

In  addition  to  being  prudent  and  conservative  in  our  manage- 
ment, we  are  alert  and  progressive  in  our  methods  and  courteous 
and  accommodating  to  our  customers. 

Deposit  your  income  at  this  bank  and  pay  it  out  by  check.  Thus 
you  will  make  a  written  record  of  all  your  money  transactions, 
which  mav  be  referred  to  months  or  vears  hence. 

The  convenience  of  a  checking  account  is  yours,  free  of  all 
charge. 


COMMERCIAL    BANK    ADVERTISING  79 

The  more  bank  depositors  there  are  in  a  community  the  moro 
prosperous  will  be  both  the  individual  citizens  and  the  community 
as  a  whole.  ^ 

The  bank  and  its  depositors,  co-operating,  can  bring  about  grat- 
liying  results  in  the  form  of  more  business. 

The  business-building  service  of  this  bank  includes  credit,  advice 
discounts  and  safe  and  profitable  handling  of  funds. 

The  needs  of  each  depositor  or  borrower  are  likely  to  be  differ- 
ent. We  make  a  special  effort  to  accommodate  our  service  to  the 
requirements  of  all   who   seek   it. 

Courteous  regard  for  the  wants  of  every  customer  is  the  rule 
ot  this  bank. 

If  you  are  still  using  the  savings  banks  as  a  depository  for  your 
surplus  we  ean  prove  to  you  that  the  difference  between  savin« 
account  mterest  and  interest  on  a  cheeking  account  is  profitabW 
lost  because  of  the  additional  working  capital  you  gain. 

In  making  reports  to  the  Comptroller,  the  directors  who  attest 
them  compare  the  reports  with  the  books  of  the  bank  and  examine 
tlie  bond  securities,  notes,  etc. 

Great  risks  are  taken  by  carrying  one's  surplus  on  the  person 
or  keeping  ,t  about  the  premises.  Deposited  here  vour  money  is 
always  at  your  disposal.  '  ' 

It  will  help  your  business  prestige  to  have  a  bank  account  and 
Uon  likfthis        ""      '■''^''"  ''''"'"  ""  "  '*"'"^'  '^P"t«ble  institu- 

OuR  officers  w-ill  be  glad  to  meet  you  or  correspond  with  vou  in 
regard  to  your  banking  relations. 

Confidence  rests  upon  belief.  The  people  of  this  community 
efficiency"  '"'  •"  ''""'idence  in  our  strength,  stability  and 

Besides  being  thoroughly  familiar  with  the  institution's  affairs 
our  directors  are  upright,  capable  and  experienced.  ' 

This   bank,  in  addition  to  government  examinations,  has   from 
one  to  two  audits  a  year  by  an  outside  expert  bank  accountant. 


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2000  POINTS  FOR  FINANCIAL  ADVERTISING 


Popular  confidence  in  this  institution  is  demonstrated  by  the  fact 
that  corporations,  firms  and  individuals  now  have  money  on  de- 
posit with  us  to  the  amount  of . 

Call  at  the  bank  and  get  acquainted.  This  invitation  is  extended 
especially  to  young  business  or  professional  men  and  women  who 
are  in  need  of  wise  business  counsel. 

Our  directors  are  men  of  sound  business  judgment,  who  are  suc- 
cessful in  their  own  business  and  prominent  in  the  commercial  life 
of  this  city.     Your  interests  are  safe  in  their  hands. 

We  have  certain  services  to  offer  you — services  based  on  the  ne- 
cessities, the  opportunities  or  the  emergencies  you  encounter  from 
day  to  day  in  your  office,  or  store,  or  factory. 

This  bank  asks  a  depositor  to  fill  out  a  deposit  slip  when  he 
makes  a  deposit.  These  slips  are  preserved,  and  the  depositor's 
slip  made  out  in  ink  may  serve  to  correct  a  mistake  or  settle  a 
disputed  point  long  afterward. 

In  dealing  with  firms  or  individuals  at  a  distance,  the  best  ref- 
erence vou  can  have  is  the  bank  where  you  do  business. 

There  are  manifold  advantages  of  having  a  bank  account  and 
being  a  regular  bank  customer.  Come  in  and  let  us  explain  some 
of  them  to  you. 

We  want  you,  Mr.  Business  Man,  to  regard  this  bank  as  a  busi- 
ness ally. 

Depositors  have  the  first  claim  on  a  bank,  and  they  are  better 
known  to  the  banker  than  persons  who  have  no  dealings  with  him. 

It  is  folly  in  this  day  for  any  man  to  try  to  get  along  without 
the  aid  of  a  good  bank.  The  sooner  a  young  business  or  profession- 
al man  realizes  this  and  acts  accordingly  the  sooner  he  will  reap 
the  benefits. 

A  certificate  of  deposit  is  a  written  acknowledgement  of  the 
bank  that  it  has  nr^lved  from  the  person  named  a  sum  of  money 
as  a  deposit  subject  to  withdrawal  on  demand  and  the  surrender 
of  the  certificate. 

As  a  depositor  here  you  will  receive  a  great  many  benefits  aside 
from  the  ordinary  banking  accommodations. 


COMMERCIAL   BANK   ADVERTISING 


81 


You  cannot  establish  credit  at  the  bank  unless  you  deposit  there. 

It  is  possible  for  you  to  develop  our  confidence  in  you  so  that 
you  can  obtain  credit  at  this  institution  when  you  require  it  and 
are  able  to  comply  with  the  necessary  conditions. 

It  will  pay  you  to  get  such  a  good  financial  institution  back  of 
you.  This  is  entirely  in  addition  to  the  safety,  convenience  and 
profit  of  having  a  checking  account  here. 

Your  credit  being  based  on  confidence,  the  all-important  thing 
for  you  to  do  is  to  build  up  that  confidence  by  every  legitimate 
means  in  your  power. 

Our  success  is  bound  up  in  the  success  of  the  community.  We 
want  old  residents  and  new-comers  to  get  acquainted  with  us  for 
our  mutual  benefit. 

Not  a  few  of  our  customers  keep  both  a  Certificate  of  Deposit 
account  and  a  checking  account  here,  combining  the  —  interest 
profit  of  the  former  and  the  great  convenience  and  economy  of  the 
latter. 

One  of  the  chief  causes  of  business  failures  is  lack  of  capital. 
Every  business,  as  well  as  every  individual,  needs  a  reserve  fund. 
The  bank  is  the  best  place  for  it. 

Paying  by  check  gives  you  a  permanent  record  of  what  your 
money  buys — a  detailed  account  that  you  may  go  over  at  the  end 
of  each  month  and  know  just  where  your  money  went. 

To  encourage  thrifty,  careful  women  we  are  pleased  to  assist 
them  in  making  deposits  or  checks,  and  to  give  them  advice  in  bus- 
iness matters. 

The  merchant  who  has  established  his  credit  by  maintaining  a 
fair  balance  in  the  bank  can  borrow  to  take  advantage  of  cash  dis- 
counts on  his  bills,  such  discounts  usually  being  greater  than  the 
interest  on  loans  from  the  bank. 

If  we  did  not  sincerely  believe  that  we  can  give  you  expert  help 
we  would  not  and  we  could  not  urge  you  as  strongly  as  we  do  to 
avail  yourself  of  our  services  and  facilities. 

If  a  check  is  stolen  or  forged  you  do  not  lose  anything.     The 
bank  is  liable  for  forged  checks  if  it  pays  them. 
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8d       2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Paying  by  check  is  a  modern  method  of  doing  business.  Each 
check  you  issue  contains  the  date,  number,  amount,  person  to  whom 
paid,  and  your  signature. 

When  a  person  cashes  a  check  he  must  sign  his  name  on  the  back 
as  an  acknowledgement  that  he  received  the  amount  written  on  the 
face  of  the  check. 

We  carry  in  our  vault  in  ready  cash  about  —  per  cent,  of  our 
deposits.  We  also  carry  cash  balances  with  our  reserve  and  other 
strong  banks  to  the  amount  of  about  —  per  cent,  of  our  deposits. 

You  are  always  welcome  here,  whether  you  come  to  pay  or  to 
receive.  We  are  here  to  serve  you  and  are  constantly  planning  new 
ways  to  please  our  customers. 

Checking  accounts  are  advantageous  to  those  who  work  for 
wages  or  salary,  housewives,  capitalists,  professional  men,  business 
men,  corporations,  executors,  administrators,  guardians,  assignees, 
trustees  and  various  organizations. 

We  recommend  that  you  maintain  both  check  and  savings  ac- 
counts. Then  you  can  transfer  money  back  and  forth  from  one 
account  to  the  other  as  the  exigencies  or  opportunities  of  your  bus- 
iness require. 

If  you  have  a  checking  account  at  the  bank  you  will  always  feel 
free  to  ask  vour  banker  for  advice  or  for  a  recommendation.  He 
will  be  glad  to  furnish  either. 

A  bank  account  is  worth  a  great  deal  to  you  in  convenience, 
security  and  business  prestige.  It  enables  you  to  draw  your  check 
on  a  good  institution  like  this. 

Don't  forget  to  sign  your  checks.  This  may  seem  unnecessary 
advice,  but  this  mistake  is  a  common  one  that  causes  inconvenience 
and  delays. 

This  bank  is  an  ideal  institution  for  business  men's  banking. 
Its  policy  is  liberal  and  accommodating.  It  believes  in  helping  the 
business  activities  of  its  customers  as  far  as  is  consistent  with  the 
soundest  banking  practice. 

We  will  be  pleased  to  meet  you  personally  to  explain  any  bank- 
ing feature  or  give  you  the  benefit  of  our  advice  on  business  matters. 


COMMERCIAL   BANK   ADVERTISING 


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Checks  are  time  and  money  savers;  they  are  cleail,  convenient 
and  safe.  They  are  just  as  much  to  be  recommended  for  the  house- 
holder, the  housewife  and  the  professional  man  as  for  the  business 
man. 

A  strict  compliance  with  the  rules  and  regulations  governing 
National  Banks  is  here  backed  by  a  personnel  of  the  highest  abil- 
ity and  proved  integrity. 

Your  money  deposited  with  us  in  a  checking  account  will  al- 
ways be  subject  to  your  call  and  an  acquaintance  at  this  bank  as 
a  depositor  will  help  you  materially. 

Loans,  discounts,  collections,  exchange,  letters  of  credit,  inter- 
est on  deposits,  advice  on  business  and  investment  matters — these 
are  some  of  the  features  of  our  service. 

You  ought  to  be  a  regular  bank  depositor  and  have  a  checking 
account,  because  you  will  then  be  in  line  witli  modern  business 
methods. 

In  your  business  affairs  take  advantage  of  the  system  and  organ- 
ization placed  at  your  disposal  by  this  strong,  up-to-date  bank. 

This  bank  for  more  than  a  generation  has  occupied  a  leading  place 
in  the  business  and  financial  affairs  of  this  community. 

As  a  customer  of  this  strong  institution  you  are  entitled  to  the 
best  business  advice,  all  the  facilities  and  conveniences  of  the  bank 
and  such  accommodations  as  are  warranted  by  your  standing  and 
relations  with  us. 

You  will  have  additional  security,  economy  and  convenience 
when  you  let  a  good  bank  do  its  part  in  connection  with  your  busi- 
ness transactions. 

Nine-tenths  of  the  business  of  the  world  is  done  by  checks. 
Why  not  do  yours  that  way.f* 

In  every  feature  of  its  banking  activity  this  institution  is  thor- 
oughly conservative.  Safety  first,  profit  second,  is  the  rule  we  go 
by  and  the  result  is  we  get  both  safety  and  profit  for  ourselves 
and  for  our  customers. 

Individuals  and  firms  find  checks  convenient,  clean,  safe  and  a 
source  of  saving — in  short,  the  modern  way  of  doing  business. 


84       2000  POINTS  FOR  FINANCIAL  ADVERTISING 

A  STRONG  bank  must  have  sufficient  cash  resources  to  meet  all 
demands.  A  large  amount  of  money  must  be  kept  on  hand^  all 
of  which  would  be  immediately  available  in  case  of  an  emergency. 

Our  officers  are  men  of  long  experience  in  banking.  The  di- 
rectors are  not  chosen  because  of  their  wealth,  but  because  of  the 
business  ability  that  enabled  them  to  succeed. 

It  helps  your  social  and  business  prestige  and  credit  to  pay  ob- 
ligations by  check  on  a  good  bank  like  this. 

Strength  and  efficiency  are  the  prominent  characteristics  of  this 
institution. 

The  officers  of  this  bank  are  at  your  service.  They  invite  you 
to  make  this  bank  your  business  home. 

One  of  the  most  satisfactory  ways  of  keeping  a  cash  reserve 
fund  is  to  deposit  it  in  a  strong  bank  like  this  on  interest-bearing 
certificates  of  deposit. 

On  certificate  of  deposit  your  money  is  entirely  secure,  and 
while  not  in  use  in  your  business  it  is,  nevertheless,  earning  money 
for  you  and  helping  business  in  the  community. 

This  bank  charges  you  nothing  for  guarding  your  money  from 
loss  by  fire,  theft  or  carelessness,  although  it  has  cost  us  a  lot  of 
money  to  provide  the  proper  safeguards. 

You  will  have  no  difficulty  in  keeping  your  accounts  straight  if 
you  have  a  checking  account.  Every  month  the  canceled  checks 
and  the  stub  record  of  your  check-book  provide  you  with  indis- 
putable receipts  for  payments  made. 

This  bank  will  assist  any  man  of  business  capacity  to  build  up 
his  business.  This  help  will  be  extended  in  such  a  way  that  you 
will  be  able  to  get  better  results  from  your  own  efforts. 

You  will  get  courteous  attention  and  a  square  deal  here.  We 
desire  to  have  the  public  know  that  we  are  anxious  to  help  along 
the  legitimate  business  of  our  citizens  in  every  way  possible. 

You  have  a  tangible  means  in  the  check-record  of  each  past 
month  whereby  you  can  save  during  the  coming  month.  If  you 
have  just  so  much  to  spend,  you  will  know  where  and  how  to  adjust 
expenses. 


COMMERCIAL    BANK    ADVERTISING 


85 


IfiC' 

{: 


We  are  confident  that  you  will  be  so  well  pleased  with  the  at- 
tention and  service  that  you  will  receive  at  this  old  established  bank 
that  you  will  become  one  of  our  steady  customers. 

Your  money  in  the  bank  is  in  circulation  while  you  are  not  using 
it.  Thus  you  get  not  only  many  direct  benefits,  but  your  money 
helps  to  upbuild  your  community  and  you  profit  as  a  resident. 

You  and  your  bank  co-operating  can  accomplish  a  good  deal 
more  than  either  working  separately. 

Come  into  this  bank  at  your  early  convenience,  meet  our  officers, 
and  let  us  explain  to  you  in  detail  the  benefits  of  a  bank  connection. 

Every  young  man  who  starts  a  bank  account  and  maintains  it  is 
doing  something  that  will  surely  raise  his  standing  in  the  com- 
munity— both  socially  and  in  a  business  way. 

We  kflow  that  in  every  respect  we  are  complying  with  the  gov- 
ernment regulations  and  that  we  go  beyond  the  legal  requirements 
to  make  this  institution  a  safe  and  reliable  one  for  all  our  de- 
positors and  customers. 

The  character,  ability  and  experience  of  the  men  back  of  this 
bank  largely  account  for  the  popular  confidence  in  us. 

Advice,  accommodations,  collections,  interest  on  reserve  funds, 
these  are  only  a  few  of  the  many  ways  in  which  we  can  serve  you. 

Letters  of  credit  can  be  issued  in  favor  of  two  or  more  persons 
and  can  be  realized  upon  anywhere  in  the  world  where  there  are 
banks. 

Any  woman  who  has  to  look  after  the  many  details  of  house- 
keeping finds  it  a  great  convenience  to  pay  her  household  bills  by 
check. 

With  a  checking  account  the  housewife  finds  it  unnecessary  to 
carry  large  sums  of  money  in  her  house  or  in  her  purse,  and  avoids 
the  trouble  of  making  change  in  the  residence  district. 

Our  service  includes  a  great  deal  more  than  the  average  person 
has  been  led  to  believe  falls  within  the  scope  of  a  bank's  activities. 

Remember  that  all  check  books,  bank  books,  etc.,  are  free,  and  it 
costs  you  absolutely  nothing  to  have  a  bank  account. 


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» 


86       2000  POINTS  FOR  FINANCIAL  ADVERTISING 

A  BANK  opens  an  avenue  of  advice  that  leads  to  the  keeping  of 
what  one  has  and  the  making  of  more.  This  strong  institution 
would  welcome  you  and  your  business  and  deposits. 

A  GOOD  resolution  to  make  now  and  keep  throughout  the  year  is 
to  put  yourself  in  a  position  to  derive  the  full  benefit  from  a  bank- 
ing connection. 

Deserving  young  business  men  we  want  to  hold  as  customers 
and  friends  throughout  their  business  careers.  That  is  why  we 
make  them  especially  welcome. 

Cash  prices,  as  a  rule,  are  lower  than  credit  prices.  This  bank 
always  has  money  for  its  depositors  to  borrow  and  the  rates  we 
charge  are  such  that  oftentimes  yon  can  profitably  borrow  money 
to  take  advantage  of  discounts  for  cash. 

Becoming  a  depositor  in  this  institution  opens  to  you  its  many 
privileges  and  leads  to  broader  business  relations. 

Perhaps  some  of  our  present  depositors  do  not  appreciate  all 
the  features  of  our  service  to  the  business  community.  We  want 
them  to  find  out  by  actual  experience. 

We  are  resolved  to  do  all  in  our  power  to  promote  the  mutual  in- 
terests of  this  bank  and  its  customers. 

Whether  your  present  cash  surplus  is  $5.00  or  $25,000,  there  is 
no  safer  way  to  employ  it  than  to  deposit  it  with  this  bank  and 
get  one  of  our  certificates  of  deposit  to  draw  —  per  cent,  interest. 

A  BANK  draft  can  be  cashed  at  any  bank  while  a  Post  Office 
money  order  must  be  cashed  at  one  specified  office. 

A  COMMERCIAL  dcpositor  not  only  has  the  advantages  of  a  check- 
ing account  and  interest  on  his  average  daily  balances,  but  he  also 
gives  the  bank  an  earnest  of  his  ability  to  repay  any  loans  made  to 
him. 

What  would  vou  do  if  there  were  no  banks  in  this  community? 
Do  you  think  it  would  be  a  very  desirable  place  to  do  business  in 
under  such  circumstances? 

This  institution  has  the  equipment  and  the  organization  to  serve 
you  in  a  great  many  different  ways  in  connection  with  your  finan- 
cial and  business  affairs. 


COMMERCIAL    BANK    ADVERTISING 


87 


Can  you  afford  to  be  without  what  has  been  the  mainstay  of  the 
majority  of  the  successful  business  enterprises  of  the  country? 

Checks  are  clean,  convenient  and  businesslike.  They  add  to 
your  prestige,  comfort  and  security.  Returned  to  you  canceled  by 
the  bank,  they  form  the  best  receipt  for  bills  paid. 

It  will  pay  you  in  a  great  many  ways  to  establish  and  maintain 
regular  business  relations  with  a  reliable  institution  like  this. 

Should  your  check  be  lost  a  duplicate  can  be  obtained,  and  the 
money  is  safe. 

As  a  saver  of  time,  trouble  and  worry,  the  check  method  of 
handling  personal  or  business  financial  matters  is  one  of  the  most 
valuable  features  of  modern  business. 

It  requires  only  a  small  amount  to  start  a  checking  account  here, 
and  you  will  always  find  us  willing  to  help  you  in  the  development 
of  your  business  whenever  we  can  consistently. 

When  temporary  reverses  come  it  is  a  very  convenient  thing  to 
have  some  reserve  capital  or  a  good  credit  to  fall  back  upon. 

We  have  large  financial  resources,  operate  under  the  strictest 
government  supervision,  and  have  able,  experienced  and  trustworthy 
officers  and  directors. 

May  we  not  soon  have  the  pleasure  of  receiving  your  first  de- 
posit ? 

If  a  bank's  assets— that  is  to  say,  its  investments— are  good, 
if  its  credits  have  been  wisely  extended,  depositors  are  amply  pro- 
tected and  need  no  other  guarantee. 

Come  into  the  bank  and  let  us  show  you  just  how  we  can  help 
you  PERSONALLY  in  your  business  and  financial  affairs. 

As  one  of  our  depositors  it  costs  you  nothing  to  have  the  great 
benefits  of  a  checking  account,  although  the  bank  is  at  considerable 
expense  to  maintain  a  force  of  skilled  clerks  to  handle  accounts  and 
to  provide  the  necessary  supplies  and  equipment. 

The  officers  of  this  bank  welcome  small  depositors,  considering 
it  not  only  right,  but  good  business  policy  to  give  equal  attention 
to  small  and  large  accounts. 


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i  : 

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88       2000  POINTS  FOR  FINANCIAL  ADVERTISING 

You  will  be  welcome  here  even  if  you  do  not  at  once  become  a 
depositor  and  customer. 

The  young  business  man  who  has  clearly  shown  his  ability  to 
conduct  a  small  business  successfully  receives  special  attention  and 
consideration  from  this  bank. 

Our  assets  are  of  the  highest  character.  Our  transactions  are 
most  strictly  supervised  by  the  banking  authorities,  and  as  far  as 
management  is  concerned,  there  is  no  more  conservative  institution 
in  the  State. 

Money  in  bank  will  not  be  spent  readily  for  the  things  you  do 
not  need,  so  that  a  check  account  as  well  as  a  savings  account  is 
an  aid  to  thrift. 

To  use  the  bank  as  a  reserve  power  in  his  undertakings — the  lim- 
ited partner  tiding  him  over  seasons  when  outlay  distances  income 
— is  an  essential  thing  for  a  young  business  man  to  learn. 

Being  a  regular  depositor  provides  an  opportunity  for  us  to  get 
acquainted  with  you  and  for  you  to  get  acquainted  with  us.  That 
will  be  to  our  mutual  advantage. 

You  think  you  can  get  along  all  right  without  the  help  of  the 
bank  but  when  you  have  nothing  to  lose  and  there  is  even  a  possi- 
bility that  a  bank  can  help  you,  is  it  not  the  common  sense  thing 
to  do  to  try  the  matter  out.^ 

When  you  have  a  checking  account  the  bank,  in  a  way,  acts  as 
your  bookkeeper,  and  by  the  return  of  your  canceled  checks,  you 
get,  automatically,  the  best  kind  of  a  receipt  for  every  cent  paid 
out  by  check. 

One  of  the  advantages  of  having  a  checking  account  is  that 
then  you  are  not  compelled  to  meet  the  rebuffs  that  usually  go 
with  the  effort  to  get  checks  cashed  by  friends  or  at  banks  where 
you  are  unknown. 

The  directors  of  this  bank  are  men  who  have  demonstrated  great 
prudence  in  the  management  of  their  own  business  activities.  They 
are  men  of  integrity,  good  judgment  and  ability. 

If  you  once  have  a  check  account  in  a  good  bank  you  will  never 
want  to  be  without  its  convenience  and  safety. 


COMMERCIAL   BANK   ADVERTISING 


89 


There  is  no  more  conservative  financial  institution  in  this  city 
than  this  bank.  It  turns  down  proffered  investments  which  other 
institutions  sometimes  accept.  It  refuses  accounts  that  appear  like- 
ly to  demand  accommodations  that  cannot  be  safely  granted. 

The  small  merchant  or  producer  whose  business  is  growing  will 
not  be  satisfied  with  a  savings  account  when  he  discovers  that  his 
M'orking  capital  has  increased  value  in  a  commercial  account,  be- 
cause it  is  more  effective. 

Build  up  your  credit  and  paper  you  present  is  not  likely  to  be 
questioned.  It  is  at  the  bank  that  your  credit  is  established,  and 
the  best  time  to  do  it  is  before  you  seek  favors  and  accommoda- 
tions. 


This  bank  has  been  in  existence  for 


years.     Its  policy 


is  conservative,  but  at  the  same  time  it  is  in  full  accord  with  modern 
ideas.  Therefore,  the  condition  of  the  institution  has  always  been 
sound  and  its  growth  satisfactory. 

Most  persons  start  their  business  relations  with  the  bank  by 
opening  a  savings  account.  But  if  you  are  engaged  in  business 
you  will  soon  find  that  a  savings  account  does  not  answer  all  of 
your  requirements. 

The  officers  will  be  glad  to  talk  over  banking  relations  with  you 
at  any  time  and  pledge  themselves  to  serve  your  interests  faithfully 
when  you  entrust  your  business  to  this  strong  institution. 

Many  of  our  large  depositors  started  as  small  ones.  We  have 
seen  accounts  grow  steadily,  and  we  are  glad  to  say  that  we  have 
helped  our  customers  to  increase  their  business  and  deposits. 

The  value  of  checks  as  a  means  of  transferring  money  from  one 
place  to  another  has  been  so  thoroughly  demonstrated  that  mil- 
lions of  dollars  in  checks  safely  pass  through  the  mails  daily. 

As  a  customer  of  this  institution  you  are  entitled  to  the  many 
privileges  and  accommodations  which  only  the  regular  bank  depos- 
itor can  enjoy. 

We  seek  an  opportunity  to  convince  you  that  this  strong,  con- 
servative, but  progressive  institution,  can  help  you  increase  your 
resources  and  make  your  business  grow.  Will  you  grant  us  th^ 
opportunity  ? 


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90        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

When  you  buy  a  draft  at  the  bank  have  it  drawn  payable  to  your 
order  and  indorse  it  over  to  the  person  whom  you  wish  to  pay,  then 
the  draft  is  of  value  to  no  one  else. 

When  you  have  saved  at  least  $50  or  have  a  surplus  of  cash 
above  that  amount  you  can  do  nothing  wiser  than  to  deposit  it  with 
this  strong  bank  and  get  a  Certificate  of  Deposit — a  safe,  conven- 
ient and  profitable  form  of  investment. 

If  you  have  a  checking  account  here  this  company  will  gather 
your  hundreds  of  small  items  of  money  into  one  lump  and  will  let 
you  pay  it  out  again  in  a  multitude  of  little  items  in  the  form  of 
checks. 

Without  charge,  this  institution  keeps  books  for  you,  in  that  it 
keeps  track  of  your  receipts  and  disbursements,  sending  back  to 
you  receipts  from  your  creditors  in  the  form  of  canceled  checks. 

The  merchant  who  takes  advantage  of  the  discount  for  prepay- 
ment enjoys  better  credit  and  makes  an  additional  profit. 

We  try  to  take  from  banking  all  the  terrors  which  unfamiliarity 
with  its  usages  has  given  it  in  the  minds  of  many  women. 

It  will  help  your  wife  in  her  domestic  economy  if  you  start  an 
account  for  her  with  this  strong  bank  so  that  she  may  pay  all 
household  bills  by  check. 

A  BANK  and  its  patrons  are  mutually  helpful  and  co-operation 
is  advantageous  to  all  concerned. 

The  average  housekeeper  should  be  in  a  position  to  keep  a  bank 
account,  and  she  would  find  it  an  immense  convenience  and  saving. 
We  want  YOU  to  consider  this  matter  seriously  now  as  you  read 
this  advertisement. 

A  CONSERVATIVE  policy  in  managing  the  affairs  of  a  bank  adds 
to  the  security  of  its  depositors.  Likewise  the  success  of  every 
bank,  from  the  stockholders'  point  of  view,  depends  upon  acquir- 
ing public  confidence  and  thus  increasing  business. 

Don't  do  as  some  women  do — keep  money  tied  up  in  a  little 
bag  hung  around  your  neck  or  sewed  into  a  skirt.  It  is  much  wiser 
to  open  an  account  here  and  keep  your  money  where  it  will  be  safe 
and  profitably  employed. 


COMMERCIAL   BANK   ADVERTISING 


91 


The  greatest  advantage  of  a  bank  account  often  is  the  actual 
amount  of  money  accumulated,  which  is  a  valuable  reserve  for 
present  or  future  requirements. 

The  president  of  this  bank  exercises  a  general  oversight  in  its 
affairs,  with  special  duties  as  chairman  of  the  board  of  directors. 
He  is  always  approachable  and  ready  to  consider  carefully  the 
requirements  of  the  bank's  customers. 

The  bank  safeguards  money,  makes  its  handling  accurate  and 
convenient,  promotes  the  exchange  of  business  transactions  from 
one  section  to  another  and  encourages  the  saving  of  money. 

If  a  depositor  draws  several  checks  aggregating  more  than  he 
has  standing  to  his  credit,  the  bank  pays  them  in  the  order  of  pres- 
entation, without  regard  to  dates  or  numbers,  until  the  depositor's 
credit  is  exhausted. 

« 

All  drafts,  after  they  are  paid,  are  canceled  and  returned  to  the 
bank  issuing  them.  They  are  kept  by  the  bank  for  a  long  time 
so  that  they  can  be  seen  if  necessary. 

Your  personal  business  interests  would  be  bettered  by  a  bank 
connection.  We  believe  that  this  bank  can  serve  you  advantage- 
ously. 

You  cannot  afford  to  be  in  business  or  handle  your  personal 
finances  without  taking  advantage  of  the  great  convenience  and  pro- 
tection afforded  by  the  bank. 

Get  into  the  proper  relation  with  this  efficient  institution  to  de- 
rive the  utmost  benefit  from  its  up-to-date  banking  facilities  and 
the  intelligent  service  which  we  are  able  to  give,  and  habituallj 
do  give  to  all  our  customers. 

You  will  never  fully  appreciate  the  convenience  of  a  checking 
account  until  you  have  one,  and  use  the  bank  regularly. 

If  yoii  have  not  already  joined  forces  with  us,  come  at  once. 
We  will  safeguard  your  money  and  help  you  in  jjjpur  business. 

Our  certificates  of  deposit  are  issued  in  any  amount,  payable  in 
any  stated  time.  They  earn  —  per  cent,  interest  and  are  payable 
to  order  and  negotiable  at  all  times,  making  a  good  investment  and 
valuable  collateral. 


92       2000  POINTS  FOR  FINANCIAL  ADVERTISING 

The  tellers  in  this  institution  are  efficient  in  their  work  and  cour- 
teous in  their  treatment  of  customers  and  inquirers. 

Will  you  not  make  a  personal  application  of  this  matter  now  by 
getting  into  touch  with  this  bank? 

Paying  by  check  you  obtain  a  positive  receipt  and  take  a  step 
forward  in  others'  estimation  by  showing  that  you  are  progressive 
and  carry  a  bank  account. 

If  you  become  a  depositor  in  this  bank  there  is  one  important 
service  we  will  perform  for  you  without  charge — the  accounting  and 
auditing  of  all  transactions  involving  the  payment  of  money. 

Our  hope  and  effort  shall  be  to  serve  you  so  well  that  you  will 
be  pleased  to  recommend  to  your  friends  this  bank  and  its  services 
in  all  matters  of  banking. 

In  any  prosperous  business  surplus  accumulates  year  after  year. 
Such  surplus  funds  can  be  profitably  deposited  in  this  bank,  whose 
loans  are  unusually  safeguarded  and  which  pays  interest  on  time 
deposits. 

All  the  money  you  deposit  with  us  is  safeguarded  by  approved 
and  up-to-date  methods,  strong  legal  restrictions  and  the  ability 
and  integrity  of  our  officers  and  directors. 

When  collections  are  slow  and  capital  is  tied  up  in  stocks  of  mer- 
chandise the  wise  man  goes  to  his  banker  for  funds  with  which  to 
maintain  his  credit. 

We  have  been  in  business  here  for  many  years,  and  in  all  that 
time  not  one  cent  has  been  lost  by  depositors,  while  we  have  paid 
out  thousands  of  dollars  in  interest  on  deposits  and  have  assisted 
a  great  many  of  our  customers  in  their  business. 

If  you  have  not  yet  found  out  by  actual  experience  the  manifold 
benefits  of  a  checking  account  come  in  and  see  us  about  it  at  your 
earliest  convenience.  Our  officers  will  be  glad  to  meet  you  and  talk 
over  banking  matters  with  you. 

Ample  capital  and  surplus  guarantee  the  safety  of  this  bank 
and  assure  its  ability  to  accommodate  its  patrons. 

Young  men,  get  a  good  bank  back  of  you.  It  will  be  a  factor 
in  your  success.     Come  in  and  talk  with  us  about  this. 


COMMERCIAL   BANK  ADVERTISING 


98 


There  is  no  one  thing  that  contributes  more  to  develop  a  good 
credit  than  the  regular  maintenance  of  a  checking  account  in  a 
substantial  institution  like  this. 

If  you  are  not  entirely  familiar  with  the  advantages  of  a  check- 
ing account  come  in  and  see  us  at  your  convenience.  You  will  be 
welcome  to  all  the  information  and  help  we  can  give  you. 

We  want  you  to  learn  to  take  full  advantage  of  every  facility 
this  bank  offers  you. 

Becoming  a  depositor  with  this  institution  will  open  up  to  you 
many  new  privileges.  Call  or  write  to  learn  how  we  can  help  you 
in  your  business. 

We  have  character,  the  organization,  the  experience,  the  legal 
safeguards  and  the  financial  responsibility  to  give  the  soundest  and 
most  efficient  service  to  the  business  community. 

A  CHECK  book  in  your  pocket  with  a  balance  to  your  credit  in  the 
bank  gives  you  the  "exact  change;"  a  legal  receipt  for  the  money 
you  pay  out;  if  lost  it  is  no  more  than  losing  so  much  blank  paper; 
it  enables  you  to  pay  money  by  mail  instead  of  wasting  time 
calling  on  creditors. 

For  money  you  do  not  need  immediately  our  certificate  of  de- 
posit is  a  very  desirable  investment — better  than  a  savings  bank 
account,  because  it  is  not  subject  to  restrictions,  like  the  60-day 
rule. 

A  CERTIFICATE  of  dcposit  is  immediately  negotiable  through  any 
bank;  it  is  not  subject  to  arbitrary  interest  periods  like  the  savings 
account,  but  draws  interest  from  the  day  the  money  is  deposited 
until  the  day  it  is  withdrawn. 

You  get  from  your  bank  more  than  you  put  in  because  you  enjoy 
the  full  benefit  of  the  experience,  organization,  ability  and  energy 
of  a  strong  and  completely  equipped  institution. 

A  strongly  organized  bank  like  this  gathers  the  working  capital 
of  a  community  and  sets  it  at  work  in  various  industries  and  enter- 
prises. 

A  STRONG  directorate  and  an  able  executive  staff  assure  wise 
management  and  prompt  service  at  this  bank. 


f  •• 


I 


d4       2000  tOINtS  toft  t^lKANClAL  AbVfeRtlSiNO 

Bank  drafts  are  bank  money  orders  and  their  usefulness  is  widef 
than  that  of  either  Post  Office  or  express  money  orders. 

Our  sole  business  is  to  handle  money  matters,  and  our  success 
is  in  direct  ratio  with  the  success  of  our  customers. 

The  success  of  our  patrons  and  the  progress  of  the  community 
are  vital  necessities  of  our  own  success.  We  feel  that  your  inter- 
ests and  ours  are  in  many  particulars  mutual. 

Our  advice  to  you,  born  of  long  experience  in  banking  and  other 
business,  is,  get  in  touch  with  the  bank;  it  will  mean  a  great  deal 
to  you  in  your  business  career. 

This  bank  is  able  to  draw  direct  on  its  correspondents  every- 
where in  this  country  and  in  the  British  Isles,  the  Continent  of 
£urope  and  in  China  and  Japan. 

In  establishing  banking  relations  with  us  and  building  up  a  cred- 
it, you  are  simply  putting  yourself  in  line  with  the  modern  meth- 
ods of  business  in  which  credit  figures  very  largely. 

You  can  transact  your  financial  business  with  pleasure  here;  our 
bank  is  conveniently  located  and  we  offer  every  courtesy  and  at- 
tention to  women  customers. 

This  bank  considers  it  part  of  its  business  to  help  its  customers 
in  every  reasonable  and  legitimate  yfSiy.  Open  a  checking  account 
now,  or  if  you  have  idle  money,  deposit  it  with  us  on  interest-bearing 
certificate  of  deposit. 

Our  facilities  are  excellent  and  we  handle  local  and  out-of-town 
business  promptly.     We  want  to  serve  you. 

There  is  usually  a  long  delay  in  getting  money  refunded  in 
case  a  postal  or  express  money  order  goes  astray.  The  safe  and 
convenient  way  to  forward  money  is  by  bank  draft.  It  can  be  du- 
plicated with  far  less  trouble  in  case  the  original  is  lost,  and  it 
costs  you  less. 

To  increase  your  business  it  will  be  a  great  help  to  have  the  ben- 
efit of  our  knowledge  and  experience  which  are  yours  to  command 
as  a  depositor  in  this  bank. 

Your  money  in  the  bank  keeps  the  mills  running,  employs  labor 
and  helps  to  make  good  and  prosperous  times  for  all. 


COMMERCIAL   BANK  ADVERTISING 


a 


Many  who  have  a  surplus  over  their  present  needs  take  adxran- 
tagc  of  the  liberal  rate  of  interest  we  pay  on  certificates  of  deposit, 
adding  generously  to  their  income,  and  keeping  their  money  in 
safety  until  they  want  it. 

We  know  that  we  can  help  you  and  we  know  that  you  can  help 
us.  Step  into  the  bank  and  get  acquainted  with  our  officers.  Come 
in  whether  you  are  ready  to  open  an  account  now  or  not. 

If  you  are  about  to  go  abroad  come  in  and  learn  about  a  conven- 
ient and  dependable  method  of  having  funds  constantly  available 
for  use  while  traveling. 

A  particular  point  of  our  service  is  the  fact  that  we  have  spe- 
cial men  for  each  department.  Here  you  will  not  find  one  man  do- 
ing the  work  of  two  or  three  and  doing  it  indifferently.  We  be- 
lieve in  specialization  for  good  service. 

We  want  the  thrifty  people  of  this  community,  householders  and 
business  men,  to  learn  the  value  of  a  bank  account  to  preserve  sur- 
plus from  the  imagined  necessity  of  spending  which  is  felt  if  your 
money  is  too  readily  accessible  when  the  impulse  comes  to  spend  it. 

If  you  are  starting  in  business  you  will  soon  find  that  you  can- 
not carry  that  business  far  unless  you  establish  credit  at  the  bank. 

A  large  number  of  depositors  has  been  attracted  to  this  bank 
by  its  solidity,  its  progressiveness,  its  large  loaning  capacity,  its 
accommodating  spirit,  and  by  the  able,  substantial  and  conscientious 
men  behind  it. 

Even  if  you  expect  to  pay  out  immediately  the  entire  amount 
of  your  deposit,  bring  it  to  this  bank,  for  we  firmly  believe  that  if 
you  can  learn  how  safe  and  convenient  it  is  to  pay  out  by  check 
you  will  never  do  otherwise. 

In  cashing  checks  here  you  will  receive  only  crisp,  new  bills  and 
clean  silver.     We  have  very  neat  check  books  for  ladies. 

Directly  or  indirectly,  the  bank  affects  every  individual  in  the 
community.  The  more  directly  it  affects  you  the  greater  benefit 
you  will  derive. 

Come  in  and  learn  how  we  are  able  and  willing  to  help  you  in 
financial  matters. 


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96       2000  POINTS  FOH  FINANCIAL  ADVERTISING 

The  business  man  who  grows  angry  when  his  credit  is  inquired 
into  has  something  yet  to  learn.  Credit  is  based  on  confidence,  and 
the  best  way  to  keep  confidence  is  to  be  willing  to  show  at  all  times 
that  it  is  merited. 

Stand  by  the  bank  and  it  will  stand  by  you. 

This  bank  is  always  willing  to  co-operate  with  business  men  of 
sound  judgment  and  character  who  have  shown  a  disposition  to  do 
the  right  thing  by  maintaining  a  bank  account  and  meeting  their 
obligations  regularly. 

The  time  saved  in  keeping  track  of  your  affairs  by  the  bank's 
keeping  your  books  and  the  ability  to  give  the  exact  change 
in  writing  your  check  more  than  offsets  the  time  lost  in  going  to  the 
bank  with  your  deposits. 

The  important  transactions  of  this  institution  are  not  only  in 
every  particular  understood  and  administered  by  its  officers  but 
also  by  its  directors,  who  meet  regularly  and  frequently  to  confer 
on  its  affairs. 

If  you  have  a  checking  account  you  need  not  send  money  through 
the  mails.  You  can  send  your  check.  If  the  check  is  lost  your 
money  is  still  safe  in  the  bank. 

You  will  find  us  an  able  and  willing  ally  in  your  business  affairs. 

This  bank  derives  strength  from  the  strength  and  confidence  of 
its  depositors,  many  of  whom  have  been  customers  of  the  institu- 
tion for  years. 

The  officers  of  this  bank  are  always  glad  to  meet  customers  per- 
sonally, and  anything  we  can  do  to  promote  our  mutual  interests 
will  be  cheerfully  done.     Don't  hesitate  to  talk  things  over  with  us. 

We  want  to  supplement  your  manufacturing  or  merchandising 
machinery,  so  to  speak,  by  our  service  and  facilities. 

You  need  the  convenience  of  a  checking  account  and  also  the 
many  other  features  of  the  service  of  a  good  bank,  which  are 
available  only  to  its  commercial  customers. 

Deposit  your  checks  here,  no  matter  upon  what  bank  they  are 
drawn.  Deposit  with  us  and  then  pay  your  own  accounts  with  your 
own  check  on  this  bank. 


COMxMERCIAL   BANK   ADVERTISING 


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If  you  do  not  care  to  give  your  attention  to  household  accounts 
you  can  be  relieved  of  all  bother  by  a  checking  account  with  us  in 
your  wife's  name.  The  checks  will  record  each  item  of  the  expense, 
month  by  month. 

The  next  time  you  have  occasion  to  send  money  out  of  town 
come  in  and  let  us  tell  you  about  the  bank  draft  method. 

As  a  bank  depositor  you  enjoy  so  many  advantages  that  you 
really  cannot  afford  to  try  to  get  along  without  a  good  financial 
institution  like  this  back  of  vou. 

You  get  more  out  of  a  bank  than  you  put  into  it.  This  is  true 
in  more  ways  tlian  in  the  matter  of  interest  on  deposits. 

A  GOOD  banking  connection,  steadily  maintained,  will  mean  pres- 
tige, credit,  convenience,  accommodation,  sound  advice  and  the  hun- 
dred and  one  facilities  of  a  modern  banking  institution. 

Paying  household  bills  by  check  is  a  safe,  convenient,  clean  and 
entirely  satisfactory  method. 

Any  woman  who  has  to  look  after  the  many  details  of  house- 
keeping finds  it  a  great  convenience  to  pay  her  household  bills  by 
check.      It  is  economy,  too. 

The  merchant  who  pays  his  bills  when  due  and  keeps  up  his 
bank  balance  is  sure  to  enjoy  good  credit. 

At  this  bank  we  have  made  special  provisions  for  the  conven- 
ience and  comfort  of  ladies.  Our  officers  and  clerks  are  glad  to  give 
help  and  advice  at  any  time. 

There  is  nothing  mysterious  about  a  bank  account.  Some  women 
seem  to  be  afraid  that  there  is.  This  bank  takes  special  pains  to 
make  banking  easy  and  convenient  for  ladies. 

While  various  services  rendered  by  this  bank  are  not  limited  to 
the  exclusive  benefit  of  depositors,  a  checking  account  here  will 
result  in  a  greater  familiarity  on  your  part  with  banking  customs 
and  often  in  the  profitable  use  of  some  of  the  bank's  services  which 
are  not  available  to  those  who  are  not  depositors. 

Suppose  you  need  to  pay  a  certain  sum  of  money  to  someone  in 
New  York,  or  anywhere.     If  you  have  the  required  amount  on  de- 
posit here  you  can  send  money  anvwhere  quickly  through  this  bank 
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98        2000  POINTS  FOR  FINANCIAL  ADVERTISING 

You  may  not  realize  it,  but  a  good  bank  is  indispensable  to  you 
as  a  business  man  and  citizen. 

Many  a  man  has  found  out  that  when  his  business  needed  extra 
capital  or  he  wanted  to  get  others  in  with  him  on  some  deal,  his 
success  has  depended  greatly  on  what  his  banker  could  say  about 
him. 

With  a  cheek  book  of  her  own,  your  wife  will  find  it  unnecessary 
to  keep  much  money  in  the  house,  and  will  avoid  the  trouble  of 
making  change.  Her  account  is  balanced  by  the  bank  each  month 
and  she  can  verify  her  records. 

Not  infrequently  there  are  occasions  in  almost  every  person's 
business  or  private  affairs  when  it  is  necessary  or  desirable  to  send 
money  to  a  distant  point  quickly.  This  bank  is  the  logical  place 
for  you  to  go  to  have  the  matter  taken  care  of  properly. 

The  best  way,  in  fact  the  only  way,  to  develop  a  satisfactory 
standing  at  the  bank  is  to  become  a  regular  depositor. 

There  are  six  classes  of  depositors  who  should  be  especially  in- 
terested in  having  a  bank  account: — All  who  work  for  wages  or 
salary;  the  capitalist,  the  professional  man,  or  the  woman  who  has 
a  separate  account;  the  business  man  who  wishes  to  separate  his 
private  income  or  the  surplus  profits  of  his  business  from  his  gen- 
eral business  capital;  the  public  or  private  corporation;  the  exec- 
utor, administrator,  guardian,  assignee,  receiver  or  trustee;  reli- 
gious, charitable,  fraternal  or  other  organizations. 

With  a  checking  account  your  payments  are  systematized;  loss 
of  money  by  theft  or  carelessness  is  prevented;  you  always  have 
the  right  change;  each  check  shows  date,  amount  and  payee;  paid 
check  is  the  best  receipt;  bank  gratuitously  assists  you  to  keep 
your  books;  merchants  prefer  that  you  pay  by  check;  checks  are 
clean,  convenient  and  safe;  it  adds  to  your  business  prestige. 


CHAPTER    III 

Trust  Company  Advertising 

An  individual  in  handling  a  trust,  no  matter  how  honorable  his 
intentions,  is  subject  to  many  influences  which  may  lead  to  a  spec- 
ulative use  of  the  funds  in  his  charge. 

The  trust  company  is  impersonal  and  can  have  no  interest  to 
serve  other  than  the  safe  handling  of  the  funds  entrusted  to  it. 

The  business  of  a  trust  company  is  conducted  by  officers  who 
are  carefully  selected,  and  are  under  bond  for  the  faithful  per- 
formance of  their  duties. 

This  company  and  its  customers  have  the  benefit  of  the  col- 
lective or  combined  honesty  of  a  group  of  men  whose  individual  in- 
tegrity has  been  proved. 

The  management  of  this  company,  through  a  board  of  directors, 
provides  a  safeguard  in  that  the  various  members  of  that  board  are 
not  only  a  help  to  each  other  and  the  company,  but  they  act  as  a 
check  to  any  temptation  to  carelessness  or  worse. 

A  VERY  serious  objection  to  the  employment  of  an  individual  as 
executor  or  administrator  is  that  a  man  who  at  one  time  may  be 
thoroughly  responsible  financially,  at  another  may  be  entirely  with- 
out resources  or  responsibility. 

This  company  has  as  a  guarantee  of  its  responsibility  the  per- 
sonnel of  its  officers  and  directors,  who  are  men  of  integrity,  abil- 
ity, experience  and  financial  responsibility,  and  also  its  large  cap- 
ital and  surplus. 

In  most  cases,  an  individual  chosen  as  an  executor  has  had  no 
previous  experience  in  the  administration  of  estates.  A  loss  due 
to  such  inexperience  is  just  as  real  as  though  due  to  dishonesty. 

This  trust  company  is  experienced  in  the  handling  of  the  many 
questions  which  arise  in  the  administration  of  estates,  and  every 
beneficiary  under  a  will,  in  which  this  company  is  named  as  ex- 
ecutor, secures  the  benefit  of  this  experience. 


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100     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

The  various  branches  of  the  work  we  are  called  upon  to  do  arc 
in  the  hands  of  men  who  are  specialists  and  experts  in  those  lines. 

The  same  reasons  which  lead  a  man  to  employ  a  lawyer,  a 
physician  or  an  architect,  when  he  has  need  of  the  special  services 
which  these  men  give,  should  impel  him  to  turn  to  an  efficient  trust 
company  in  all  matters  of  a  fiduciary  nature. 

Every  man  must  die,  and  the  death  or  the  disability  of  an  in- 
dividual executor  may  occur  at  a  time  most  prejudicial  to  the  in- 
terests of  the  estate  in  his  charge. 

We  are  constantly  building  up  an  organization  and  a  personnel 
which  will  carry  on  the  work  of  the  company  and  look  after  the 
interests  of  its  customers,  no  matter  what  happens  to  any  indi- 
vidual member  of  the  company. 

When  you  choose  a  corporate  trustee  or  executor  like  this  com- 
pany you  need  never  worry  about  the  careful  carrying  out  of  your 
wishes  concerning  the  handling  of  your  property  now  or  hereafter. 

The  trust  company  is  an  indispensable  factor  in  modern  business 
and  finance. 

As  a  bank,  this  company  can  receive  deposits  in  checking  and 
savings  accounts;  buy  and  sell  exchange;  issue  certificates  of  de- 
posit; loan  money  on  good  security;  buy  and  sell  bonds,  stocks, 
negotiable  paper  and  other  securities;  and  give  advice  on  all  mat- 
ters of  business  and  finance. 

As  agent,  we  can  invest  money  for  our  customers;  manage  their 
real  and  personal  property;  collect  taxes  and  other  obligations; 
manage  estates— collecting  rents,  insuring  property,  drawmg  deeds 
and  making  contracts ;  look  after  investments— collecting  dividends, 
coupons,  notes  or  other  obligations. 

The  banking  service  rendered  by  tliis  institution  is  high  class, 
because  our  strength  is  unquestioned,  our  equipment  is  adequate, 
our  location  is  convenient,  our  staff  is  able,  experienced,  courteous 
and  trustworthy. 

If  you  desire  to  make  provision  for  any  member  of  your  family, 
or  any  other  person  after  your  death,  a  life  insurance  policy  pay- 
able to  this  company  as  trustee,  together  with  instructions  as  to  the 
disbursement  of  funds,  will  take  care  of  the  matter  automatically. 


TRUST   COMPANY   ADVERTISING 


101 


As  trustee  or  guardian,  we  can  receive  money  m  trust ;  act  as 
guardian  of  the  estate  of  a  minor  or  incompetent  person.  All  our 
business  is  handled  in  a  strictly  confidential  manner. 

As  executor  or  administrator,  we  faithfully  carry  out  the  pro- 
visions of  wills,  acting  alone  or  as  joint  executor;  write  wills  and 
preserve  them  in  our  vaults  till  called  for. 

The  requirements  of  the  ideal  executor  and  administrator  are 
honesty,  responsibility,  capability  and  permanence.  This  company 
possesses  all  of  these  in  a  high  degree. 

We  will  undertake  to  collect  life  insurance  and  apply  the  pro- 
ceeds in  accordance  with  such  trust  agreement  as  may  be  made. 
In  this  wav  you  secure  the  disbursement  of  your  life  msurance 
without  the  publicity  inevitable  when  your  desires  are  expressed 
fully  in  the  provisions  of  a  will. 

This  company  is  authorized  and  makes  a  business  of  serving  as 
administrator  or  executor,  consequently  its  ability  in  such  lines  is 
greater  than  that  of  the  individual  who,  as  a  rule,  does  it  only 
once. 

When  vou  emplov  this  company  in  any  capacity  of  trust,  you 
have  the  benefit  of  ^he  collective  honesty,  ability  and  experience 
of  the  officers  and  directors  of  the  institution. 

If  you  have  monev  awaiting  permanent  investment,  a  good  plan 
is  to  deposit  it  with' this  institution  and  obtain  an  interest-bearing 
certificate  of  deposit.  It  is  a  safe,  convenient  and  prohtable 
method. 

The  safe  and  efficient  trusteeship  which  this  company  gives  costs 
vou  no  more  than  similar  services  rendered  by  an  individual,  while 
ihe  advantages  of  the  corporate  over  the  individual  trustee  are 
manifold. 

The  most  competent  individual  has  only  his  own  experience  and 
knowledge  to  qualify  him.  This  company  has  large  financial  re- 
sources, the  combined  ability  of  experts  and  specialists,  corporate 
integrity  and  composite  judgment,  unbiased  by  family  or  other 
influences. 

This  company  takes  sufficient  time  to  perform  its  work  well,  it 
neglects  none  of  its  duties  and  it  lives  to  execute  the  longest  trust. 


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102      2000  POINTS  FOR  FINANCIAL  ADVERTISING 

There  is  no  need  to  subject  an  estate  to  the  severe  drain  upon 
Its  resources  inevitable  when  heirs  go  to  law.  If  the  will  is  legally 
and  clearly  drawn,  and  a  competent  executor  is  appointed,  there 
need  be  no  trouble. 

Preserve  the  integrity  of  your  estate  by  putting  it  into  the 
hands  of  this  institution  which  has  these  factors  of  dependability:— 
Assured  existence,  collective  experience,  state  supervision,  and  large 
financial  responsibility. 

A  TRUST  company  as  executor  means  absolute  protection  for  those 
you  wish  to  protect  and  against  any  who  might  take  advantage  of 
them. 

It  is  wise  to  employ  expert  service  in  connection  with  the  making 
and  executing  of  your  will.  It  often  means  the  material  enhance- 
ment of  an  estate  while  in  process  of  settlement,  instead  of  its 
partial  or  total  dissipation. 

Make  your  will  now.  If  you  put  it  off  till  too  late,  the  estate 
probably  will  not  be  divided  just  as  you  would  like  to  have  it  done. 

If  you  wish  your  wife  to  own  any  real  estate  at  all,  you  must 
make  a  will.  Otherwise  she  will  have  only  the  use  of,  or  income 
from,  one-third  of  the  real  estate  you  own. 

The  opportunities  of  a  trust  company  for  genuinely  helpful 
service  to  its  patrons  are  many.  May  we  not  have  the  privilege  of 
explaining  them  to  you.? 

We  desire  to  come  into  confidential  relations  with  our  customers. 
We  gladly  give  depositors  the  benefit  of  our  business  knowledge 
and  experience — especially  in  the  matter  of  investments. 

This  company  is  organized  under  laws  enacted  especially  to  pro- 
tect it  and  any  business,  estate  or  funds  entrusted  to  it. 

Every  modern  equipment,  convenience  and  system  for  facilitating 
the  business  of  the  company  and  its  customers  is  in  use  here,  thus 
avoiding  losses  and  delays. 

This  institution  is  a  depository  for  others  acting  as  executors 
administrators,  guardians,  etc.,  and   for  court  funds.      As  a  safe,' 
convenient  and  profitable  method  of  caring  for  such  trust   funds' 
we  recommend  our  interest-bearing  certificates  of  deposit. 


TRUST   COMPANY   ADVERTISING 


103 


An  efficient  staff  of  expert  employes  at  this  bank  meets  the 
banking  requirements  of  its  customers  and  keeps  the  records  of  the 
institution. 

The  success  of  this  institution  is  due  largely  to  its  facilities  for 
giving  good  advice  on  money,  real  estate,  investments  and  the  many 
things  involved  in  the  handling  of  such  matters. 

The  business  of  this  company  is  under  the  close  supervision  of 
onr  Board  of  Directors,  which  meets  every  week,  and  an  executive 
committee,  which  meets  several  times  a  week.  These  men  pass  on 
all  loans  made  and  consider  all  matters  of  importance  in  connection 
with  the  institution  and  the  trusts  in  its  charge. 

We  act  as  trustee  for  individuals,  investing  their  money  for  them 
and  paying  to  them  whatever  income  is  derived  from  it,  less  a  small 
commission  for  our  service. 

Individuals  die.  They  become  sick  or  infirm.  They  go  away. 
When  you  put  a  trust  matter  in  our  hands  you  put  it  where  it  is 
beyond' the  possibility  of  interference  from  such  causes. 

Set  your  house  in  order  by  putting  everything  into  the  hands 
of  a  great,  impersonal,  incorruptible  and  thoroughly  efficient  and 
dependable  institution  like  this. 

Using  our  certificate  of  deposit  plan,  you  get  all  the  security 
afforded  by  the  large  resources,  careful  management  and  strict  su- 
pervision of  this  institution,  and  at  the  same  time  receive  liberal 
interest  on  the  money  deposited. 

We  are  examined  at  least  once  a  year  by  the  State  Banking 
authorities,  to  whom  we  make  five  reports  annually.  Moreover,  the 
company's  books  arc  examined  twice  a  year  by  a  committee  of  our 
stockholders,  who  employ  expert  accountants  to  assist  them. 

Our  certificates  of  deposit  possess  all  the  advantages  of  the 
highest  grade  bonds,  and  many  more.  They  are  not  subject  to 
fluctuations  in  value. 

Make  us  your  agent  now  and  your  executor  under  will  so  that 
the  trustee  work  of  your  family  may  be  kept  in  the  same  hands 
from  one  generation  to  another.  The  thorough  knowledge  of  con- 
ditions which  comes  from  intimate  connection  with  certain  interests 
over  a  long  period  of  years  is  of  inestimable  value  to  an  estate. 


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2000  POINTS  FOR  FINANCIAL  ADVERTISING 


Our  certificates  of  deposit,  being  absolute  evidence  of  money 
deposited,  are  security  upon  which  you  can  readily  borrow  money 
anywhere.  *^  *"v/«t,jr 

The  trust  company  plan  is  the  only  sensible  and  businesslike  way 
to  take  care  ot  the  all-important  matter  of  the  handling  of  your 
estate  after  the  inevitable  takes  place.  ^ 

In  probate  business  of  all  kinds  this  company  is  accountable  to 
the  court  for  the  faithful  performance  of  its"^  duties  and  1st 
record's  '''""^    *^    statements,    which    become    part    of    the    public 

The  trust  company  would  be  regarded  as  a  public  benefactor  if 
people  generally  had  a  clear  understanding  of  its  work. 

Our  methods  of  caring  for  estates  and  the  economies  we  effect 
m  their  management  entitle  us  to  the  consideration  of  every 
thoughtful  man  and  woman  in  the  community  when  it  comes  to 
carrying  out  matters  of  trust. 

You  can  depend  absolutely  on  the  service  of  this  institution  which 
IS  strong  financial  y,  and  is  free  from  all  the  drawbacks  and  limi- 
tations  of  a  single  individual  endeavoring  to  perform  the  same 
service.  '=>         r  ^   oam^ 

The  trust  funds  of  this  institution  must  be  kept  separate  from 
all  other  funds  in  our  custody,  and  the  accounts  are  audited  several 

cZlV'f  ^''"^'K^^^  ^*^*^  ^^"^^"g  Department,  while  the  ac- 
eounts  of  an  individual  executor,  trustee  or  guardian  are  audited 
only  on  final  settlement. 

The  final  test  of  efficiency  is  results.  Therefore,  the  most  com- 
potent  executor  IS  the  one  who  best  serves  and  conserves  the  inter- 
ests placed  in  his  charge.  Emphatically  the  trust  company  gives 
the  best  service  m  this  respect.  *-     /   ft 

The  cost  of  employing  this  impartial  and  disinterested  trust 
company— the  most  competent  executor— is  no  more  than  for  an 
individual  acting  in  that  capacity. 

If  there  is  anything  connected  with  the  care  of  property   invest- 
ing your  money  or  the  making  of  a  will  which  is  bothering  you 
come  m  and  consult  us  or  write  us  about  it.     Our  business  is  to 
help  people  m  such  matters. 


TRUST   COMPANY   ADVERTISING 


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There  are  many  things  this  company  can  do  more  promptly, 
with  greater  skill  and  with  less  expense,  than  is  usual  with  in- 
dividuals acting  in  the  same  capacity. 

Many  men  leave  their  financial  affairs  in  disorder  when  they  die 
without  having  made  a  will.  Their  property  is  at  once  involved, 
and  the  aid  of  the  courts  is  often  necessary  to  straighten  matters 
out.     Have  you  made  vour  will.'* 

Risks  attendant  upon  individual  fallibility  are  minimized  or 
eliminated  by  corporate  strength. 

In  dealing  with  this  company  you  are  not  depending  on  the 
knowledge  of  an  individual,  but  upon  the  combined  wisdom  of  a 
board  of  directors  of  ample  experience. 

We  seek  an  opportunity  to  explain  fully  to  all  who  are  in  possi- 
ble need  of  our  services  our  qualifications  for  the  handling  of  every 
matter  of  trust. 

This  company  has  at  its  command  for  the  benefit  of  its  customers 
a  great  deal  of  expert  knowledge — not  just  information^  but  knowl- 
edge, which  is  more  exact  and  systematic. 

Estates  are  sometimes  frittered  away  because  of  unfaithful  or 
incompetent  INDIVIDUAL  management. 

Do  you  appreciate  honest,  energetic  and  sane  business  methods 
and  would  you  like  the  cooperation  in  the  handling  of  any  matter 
of  trust  of  an  organization  with  such  ideals,  ability  and  sound 
backing  as  ours.^ 

In  the  routine  details  of  the  company's  work  the  utmost  accuracy 
and  the  most  systematic  and  up-to-date  methods  are  used. 

The  trust  company  has  come  to  be  a  necessity  of  modern  busi- 
ness. This  company  is  filling  a  place  of  constantly  increasing  im- 
portance in  the  commercial  affairs  of  this  city. 

We  invite  the  fullest  investigation  of  our  methods  and  would 
like  to  tell  you  of  actual  benefits  that  have  accrued  to  estates  we 
have  handled  and  trusts  we  have  executed. 

The  indifference  of  the  average  individual  administrator  to  the 
requirements  in  regard  to  reports,  appraisements  and  such  details 
often  results  in  trouble  and  actual  loss  of  money  to  the  estate. 


106     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

We  are  under  strict  and  constant  supervision  not  only  on  the  part 
of  the  State  Banking  authorities  but  also  by  the  directors  of  the 
institution  themselves. 

This  company  is  careful.  It  exercises  caution,  foresight  and 
good  judgment  in  all  of  the  various  departments  of  its  business. 

All  the  many  safeguards  thrown  around  financial  institutions 
Avould  amount  to  little  if  the  men  behind  these  institutions  were 
not  absolutely  trustworthy  in  every  respect. 

We  seek  the  opportunity  to  show  you  how  we  can  help  you  in 
your  business. 

We  are  prompt  to  seize  opportunities  for  the  benefit  of  our  cus- 
tomers. We  prevent  unnecessary  expenditures,  but  at  the  same 
time  are  not  narrow  or  unprogressive. 

In  the  handling  of  trusts  we  act  exactly  as  if  the  matter  were 
our  own  private  business,  only  more  carefully,  if  anything. 

The  carefulness  manifested  in  every  branch  of  our  business  is 
an  earnest  of  the  carefulness  we  would  use  in  the  transaction  of 
any  business  you  might  place  in  our  charge. 

The  trust  company's  field  of  operation  is  broad  and  it  appeals 
very  strongly  to  that  large  part  of  the  public  whose  needs  are  not 
met  by  other  institutions. 

An  estate  may  consist  of  equities  or  of  mortgaged  property  which 
may  need  the  outlay  of  considerable  sums  to  preserve  it  or  to  pre- 
vent the  sacrifice  of  the  assets  by  sale  in  a  declining  market.  That 
is  where  a  trust  company  as  executor  is  better  able  to  cope  with  the 
situation. 

With  your  surplus  money  invested  in  our  certificates  of  deposit, 
you  have  the  absolute  guarantee  of  a  fixed  return  on  your  money 
and  you  are  freed  from  all  worry  which  is  incident  to  more  specu- 
lative forms  of  investment. 

Unless  he  be  a  man  of  commanding  business  capacity  and  un- 
usual fidelity  to  his  trust,  no  individual  can  equal  the  efficiency  of 
a  corporate  trustee  or  administrator. 

Our  judgment  is  the  combined  judgment  of  a  number  of  upright, 
able  and  sound-minded  business  men. 


TRUST  COMPANY  ADVERTISING 


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The  honesty  of  the  officers,  directors  and  employes  of  this  com- 
pany is  more  than  on-the-surface.  It  is  the  result  of  inherent 
character  and  principle,  extending  through  every  feature  of  our 
business  and  in  things  beyond  the  legal  requirements. 

We  invite  careful  inspection  of  the  personnel  of  this  institution. 
These  men  stand  on  their  record  of  character  and  achievement  in 
the  business  life  of  this  community. 

Ask  for  full  information  about  the  work  of  this  company  as 
executor,  administrator,  guardian,  trustee,  etc.,  and  how  we  can 
safely  invest  money  for  you  or  handle  any  matter  of  trust. 

The  individual  trustee  may  not  be  called  upon  to  handle  more 
than  one  estate  in  his  lifetime,  but  it  is  the  CONSTANT  business 
of  this  company  to  discharge  such  duties  and  responsibilities. 

This  company  is  free  from  the  personal  relations  which  always 
influence  an  individual  more  or  less.  It  is  governed  solely  by  busi- 
ness considerations  and  cannot  be  tempted  into  speculation  of  any 
kind. 

We  have  in  our  organization  men  especially  expert  in  the  various 
branches  of  trust  administration,  and  it  is  not  the  experience  of  one 
man,  but  of  many. 

There  is  such  a  thing  as  "collective"  experience,  ability  and 
honesty.  We  consider  it  one  of  our  best  assets  and  one  of  the 
strongest  bids  we  can  make  for  your  business. 

We  alwaj^s  act  under  the  strict  supervision  of  the  State. 

From  experience  we  know  that  depositing  and  withdrawing  by 
mail  is  entirely  satisfactory.  We  want  to  tell  you  in  detail  why 
it  is  safe,  convenient  and  profitable. 

We  are  confident  of  our  ability  because  we  have  knowledge  and 
experience  derived  from  the  successful  handling  of  many  estates. 

As  executor,  this  company  faithfully  carries  out  the  provisions 
of  a  will. 

Our  qualifications  include: — Wide  experience  in  the  matter  of 
investments;  familiarity  with  probate  law,  the  law  of  descent  and 
distribution;  financial  responsibility  and  connections,  and  oppor- 
tunities for  advantageous  disposition  of  the  property  to  be  sold. 


n-;| 


108     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

We  consider  our  impregnable  safe  deposit  vault  part  of  the 
equipment  of  our  trust  department,  as  it  gives  absolute  safety  to 
the  perishable  but  very  valuable  papers  of  our  clients. 

Energy  is  not  often  considered  in  connection  with  the  work  of 
a  trust  company,  but  we  believe  that  it  is  a  very  important  factor 
in  the  success  which  has  come  to  us  in  pushing  the  mutual  interests 
of  this  institution  and  its  customers. 

A  TRUST  company  cannot  be  too  well  prepared  to  perform  the 
very  important  duties  that  devolve  upon  it — even  in  the  mechanical 
features. 

The  books  of  this  institution  are  kept  by  experts.  They  show 
at  any  time  the  exact  condition  of  every  account.  They  are  ex- 
amined by  the  State  and  audited  by  the  court. 

All  of  the  officers  and  directors  of  this  company  are  men  of 
demonstrated  business  ability.  Their  combined  or  "collective"  abil- 
ity works  for  YOUR  benefit  when  you  employ  us. 

Knowledge  is  power.  Successful  experience  in  the  handling  of 
trust  matters  enables  us  to  know  exactly  what  to  do  to  accomplish 
the  best  results  in  the  quickest  and  most  satisfactory  manner. 

Ability  is  another  word  for  power — it  makes  honesty  and 
experience  effective.  Employing  this  company  in  matters  of  trust, 
you  have  the  benefit  of  multiplied  ability. 

You  run  a  great  many  chances  when  you  place  a  trust,  such  as 
the  handling  of  an  estate,  in  the  hands  of  an  individual  trustee. 

A  PORTION  of  your  property  may  be  set  aside,  under  a  declara- 
tion, for  the  benefit  of  your  children.  Such  a  trust  ought  to  be 
safeguarded  against  the  possible  improvidence  or  misfortune  of 
your  beneficiaries. 

Rents  and  other  income  will  be  collected  and  credited,  or  re- 
mitted if  desired.  Leases  will  be  executed,  repairs  made  and  the 
payment  of  taxes  and  insurance  attended  to  carefully. 

We  are  legally  authorized  to  act  in  every  capacity  of  trust  and 
are  better  fitted  than  an  individual  to  do  so  because  of  the  collective 
honesty,  ability  and  experience  of  the  men  who  direct  the  company 
and  perform  the  services  required  by  its  customers. 


TRUST   COMPANY   ADVERTISING 


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We  place  at  your  disposal  expert  service  and  a  very  complete 
organization. 

This  company  is  prepared  to  assume  the  entire  management  of 
real  estate  and  personal  property  of  persons  who,  on  account  of 
absence,  ill  health  or  other  cause,  desire  to  be  relieved  of  the 
responsibility. 

Even  without  the  strict  oversight  of  the  State,  and  the  large 
financial  responsibility  back  of  us,  your  interests  in  our  bank 
would  be  perfectly  secure  and  looked  after  with  great  advantage 
to  you. 

Call  or  write  for  full  particulars  of  the  many  ways  in  which 
this  strong  and  efficient  institution  can  help  you. 

One  of  the  most  important  services  that  a  trust  company  may 
render  an  estate  is  to  preserve  the  property  when  debts  are  pressing. 

There  is  such  a  thing  as  "collective  experience."  That  is  an- 
other strong  point  of  our  service. 

In  the  general  administration  of  trusts  in  all  their  details  a 
corporation  like  this  has  the  advantage  of  employing  men  who  do 
that  very  business  and  nothing  else. 

An  individual  executor,  assignee  or  receiver,  for  example,  is 
bound  to  be  more  or  less  biased  in  many  cases.  It  may  be  uncon- 
sciously, but  nevertheless  the  bias  exists. 

Frequently  this  company  has  saved  more  than  the  cost  of  ad- 
ministration to  estates  in  its  charge. 

Not  the  least  point  in  favor  of  a  trust  company  as  compared 
with  an  individual  in  matters  of  trust  is  its  absolute  impartiality. 

A  corporate  is  better  than  an  individual  trustee  because  it  never 
dies  and  it  is  never  absent  or  too  busy  for  immediate  action. 

Doing  its  work  by  the  collective  judgment  and  efforts  of  several 
experienced  persons',  this  company  is  superior  to  individual  human 
frailties  of  judgment  and  conduct,  which  so  often  result  disastrous- 
ly in  the  case  of  a  one  man  trusteeship. 

We  write  wills  and  preserve  them  in  our  impregnable  vaults. 
We  have  the  constant  benefit  of  expert  legal  advice. 


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110     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

This  company  is  authorized,  under  careful  legal  safeguards,  to 
act  as  trustee  under  life  insurance  policies  to  invest  the  money 
and  pay  the  income  to  the  wife  or  child,  until  any  specified  time, 
when  we  pay  the  principal,  also,  as  directed  in  the  will. 

Administration  of  estates  left  without  wills;  receiver  or  as- 
signee of  enterprises  in  financial  difficulties;  agent  for  persons 
who  want  to  be  relieved  of  the  management  of  their  own  business 
and  property  aflairs— These  are  a  few  of  our  services. 

In  addition  to  the  faithful  and  efKcient  perforaiance  of  trust 
functions,  this  company  does  a  general  banking  business,  providing 
all  the  facilities  and  safeguards  of  a  properly  conducted  bank. 

There  are  many  important  services  which  trust  companies  arc 
constantly  called  upon  to  perform,  and  for  which  thev  are  pecul- 
iarly adapted. 

Men  who  have  devoted  a  good  part  of  their  lives  to  securJno-  a 
competence  for  their  families  realize  that  it  is  quite  as  important 
to  preserve  the  results  of  their  labors. 

In  case  an  individual  trustee  dies  or  for  any  reason  cannot  con- 
tinue to  act,  the  appointment  of  a  successor  by  the  court  involves 
delay,  trouble  and  expense — posiibly  litigation. 

This  company  can  act  alone  or  with  the  wife  or  some  friend  of 
the  testator. 

We  may  be  named  as  trustee  to  hold  property  in  trust  for  a 
wayward  son  or  to  protect  a  daugliter  from  a  spendthrift  husband. 

An  escrow  is  a  trusteeship  where  securities  or  a  deed  of  prop- 
erty are  placed  in  trust  until  certain  conditions  have  been  fulfilled. 

If  you  are  planning  to  make  your  will  and  choose  an  executor 
or  have  other  triist  business  in  mind  consult  us  to  learn  how  well 
we  can  serve  you. 

Experience  is  one  of  the  greatest  elements  of  value  in  the  serv- 
ice of  a  trust  company— not  the  experience  of  one  man  alone,  but 
of  many. 

The  work  within  this  institution  is  divided  into  different  de- 
IKirtments,  each  under  the  supervision  of  a  man  whose  integrity 
and  ability  have  been  thoroughly  tested. 


TRUST   COMPANY   ADVERTISING 


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Our  directors'  collective  experience  works  greatly  to  the  benefit 
of  the  estates  and  the  other  interests  placed  in  their  charge.  It 
enables  us  to  be  most  economical  in  administration,  to  grasp  favor- 
able opportunities,  to  avoid  mistakes. 

Our  advice  and  information  on  investment  matters  is  always  at 
the  disposal  of  our  customers. 

This  company  acts  as  executor,  administrator,  assignee,  trustee, 
guardian,  attorney  in  fact,  or  agent. 

Our  directors  are  constantly  in  touch  with  the  work  of  the  insti- 
tution and  the  ofMcers  must  make  frequent  reports. 

The  matter  of  supervision  is  an  all  important  one  as  regards  the 
work  of  a  financial  institution.  The  laws  of  the  State  are  very 
strict  in  this  particular. 

The  cost  of  the  services  of  an  efficient  corporate  executor,  ad- 
ministrator or  trustee  is  no  greater  than  that  of  an  individual  act- 
ing in  the  same  capacity. 

The  officers  and  staff  of  this  company  have  had  a  vast  amount 
of  experience  in  matters  of  a  fiduciary  nature. 

The  trust  company  has  the  experience,  the  organization,  the 
ability  back  of  it,  and  being  impersonal  it  is  impartial.  It  is  al- 
ways in  its  office,  always  attending  to  business  and  always  account- 
able to  the  courts. 

A  CORPORATION  designed  and  authorized  expressly  to  perforin 
such  duties  is  better  fitted  than  any  individual  trustee  or  adminis- 
trator could  possibly  be  to  conduct  a  trust  with  economy  and  bus- 
inesslike fidelity. 

It  pays  to  employ  the  kind  of  service  we   render  in   fiduciary 

matters. 

We  take  an  enthusiastic  interest  in  getting  the  best  possible  re- 
sults in  every  matter  placed  in  our  hands.  We  have  no  slipshod 
methods.      System,  accuracy  and  promptness   are  our  watchwords. 

We  always  have  the  very  latest  information  concerning  all  cor- 
porate securities  actively  dealt  in  on  the  New  York  Stock  Ex- 
change. This  information  is  kept  on  a  card  system  and  is  revised 
daily. 


i\ 


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112      2000  POINTS  FOR  FIxXAXCIAL  ADVERTISING 

It  is  just  as  safe  and  reasonable  to  bank  by  mail  as  it  is  to  do 
any  other  kind  of  business  through  the  Post  Office. 

We  have  a  steadily  increasing  number  of  banking  by  mail  ac- 
counts and  these  depositors  are  so  well  pleased  that  they  are  freelv 
recommending  the  plan   to  their  neighbors  and   iriends. 

This  is  an  age  of  specialists.  The  best  work  in  every  field  is 
being  done  by  men  who  specialize— do  one  thing  so  often  that  they 
learn  to  do  it  well. 

A  MAN  may  be  perfectly  honest  and  he  may  have  had  consider- 
able experience,  but  he  will  not  reach  the  fullest  measure  of  business 
success  unless  in  addition  to  honesty  and  experience  he  has  ABIL- 

A  CORPORATE  executor  like  this  is  better  than  an  individual  be- 
cause it  has  superior  knowledge,  wide  experience,  a  complete  or- 
ganization for  service. 

We  are  free  from  all  influences  which  might  affect  an  individual 
executor  in  the  performance  of  his  duties  and  are  always  to  be 
found  and  always  at  work. 

We  accept  deposits  subject  to  check;  safeguard  securities  in  our 
impregnable  vaults;  collect  bonds,  mortgages,  interest,  dividends, 
coupons,  etc.;  care  for  investments  and  handle  estates. 

The  only  safe  way  is  to  choose  as  your  trustee  or  executor  a 
corporation  like  this.  Its  existence  is  perpetual,  its  services  are 
always  available  and  it  invariably  complies  promptly  with  every 
legal  requirement. 

We  are  constantly  subject  to  the  inspection  of  the  State  Bank- 
ing authorities.  We  must  make  several  full  reports  of  condition 
every  year  and  at  all  times  are  to  be  prepared  for  an  official  ex- 
amination. 

In  many  cases  we  have  been  able  to  save  estates  more  than  the 
entire  cost  of  administration  just  on  account  of  our  economical, 
business-like  methods. 

The  laws  of  the  State  make  a  bulwark  of  strength  for  the  ben- 
efit of  every  individual  or  interest  whose  affairs  are  placed  in  our 
bands. 


TRUST   COMPANY  ADVERTISING 


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Authorized  by  the  State,  under  stringent  safeguards,  to  act  as 
executor,  administrator,  trustee,  receiver,  assignee,  agent  or  guard- 
ian, this  company  brings  to  such  work  the  trained  ability  of  men 
who  have  long  specialized  in  this  department  of  business. 

We  have  the  strongest  legal,  physical  and  financial  safeguards 
which  it  is  possible  for  a  customer  to  demand  or  receive. 

You  can  have  absolute  confidence  that  your  interests  will  be  cared 
for  with  accuracy  and  fidelity  in  every  respect  and  that  every  re- 
quirement of  the  law  and  business  common  sense  will  be  complied 
with  strictly. 

A  letter  of  credit  is  a  draft  issued  by  a  bank  which  authorizes 
the  holder  to  draw  upon  the  issuing  bank  at  sight  to  an  amount  not 
exceeding  that  named  in  the  letter. 

You  can  do  nothing  wiser  than  to  place  your  interests  in  the 
hands  of  this  experienced  and  thoroughly  responsible  trust  com- 
pany. 

The  honesty  of  the  officers,  directors  and  employes  of  this  com- 
pany is  beyond  question.  It  is  tried  and  proved  and  extends 
through  every  feature  of  our  business — even  beyond  the  legal  re- 
quirements. 

This  company  has  large  capital  and  a  constantly  increasing  sur- 
plus, our  investments  are  conservative  and  secure,  and  no  sort  of 
speculation  enters  into  our  business  affairs. 

Fidelity  and  conservatism  govern  all  our  acts,  our  officers  are 
men  of  proved  integrity  and  ability,  trained  and  experienced  in 
the  discharge  of  their  duties,  and  we  operate  under  the  strictest 
legal  safeguards. 

It  is  an  almost  unheard  of  thing  for  a  group  of  men  associated 
together  to  go  wrong  at  one  and  the  same  time,  especially  when 
each  one  of  them  has  behind  him  a  long,  clean  record  in  the  com- 
munity. 

We  invariably  retain  expert  legal  talent.  This  counsel  is  avail- 
able to  every  estate  or  interest  we  handle,  large  or  small. 


In  investments,  loans  and  expenditures  we  take  no  chances, 
is  not  a  one-man  institution. 


This 


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114     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Millions  of  dollars  pass  back  and  forth  through  the  mails  daily, 
going  between  banks,  business  houses  and  individuals,  and,  when 
the  safeguards  provided  are  used,  not  a  cent  is  ever  lost. 

On  account  of  its  stability,  organization  and  collective  character, 
ability  and  experience,  this  trust  company  acts  with  greater  wisdom, 
economy  and  efficiency  than  any  individual  possibly  could. 

This  company  exercises  caution,  foresight  and  good  judgment 
in  all  of  the  various  departments  of  its  business. 

If  you  decide  to  put  money  into  a  new  enterprise,  provided  other 
capital  can  be  interested,  or  if  an  option  can  be  secured,  use  us 
as  agent  to  hold  the  money  until  every  condition  is  satisfied.  You 
can  make  the  investment  and  at  the  same  time  keep  it  safely  in  your 
own  control. 

This  is  only  one  of  a  score  of  ways  in  which  a  modern  trust  com- 
pany like  this  can  help  you.  We  will  be  very  glad  to  give  you 
further  information. 

In  the  case  of  an  individual  trustee,  one  man,  possibly  inexpe- 
rienced, must  supervise  all  the  details  of  the  trust,  whereas  in  an 
institution  like  this  the  work  is  divided  up  among  specialists  and 
trusts  are  looked  after  or  estates  handled  with  the  greatest  possi- 
ble economy  of  time  and  money. 

Experience  has  shown  that  a  reliable  corporation  like  this  com- 
pany as  assignee  is  likely  to  turn  over  a  much  larger  percentage 
to  creditors  than  an  individual  would,  no  matter  how  honest  and 
well  meaning  he  might  be. 

At  this  institution  action  is  taken  in  every  important  case  as  the 
result  of  the  collective  judgment  of  several  experts. 

The  security  of  funds  deposited  in  this  institution  is  assured. 
Every  possible  safeguard— physical,  legal,  financial  and  human- 
is  thrown  around  deposits  and  every  feature  of  the  operation  of 
our  business. 

In  a  certificate  of  deposit  investment  you  do  not  have  to  bother 
about  taxes,  rents,  insurance,  depreciation  of  property,  default  of 
interest,  foreclosure  proceedings  and  the  hundred  and  one  other 
things  that  cause  you  loss  of  time  and  money  when  you  invest  in 
real  estate  or  mortgages,  for  instance. 


TRUST   COMPANY   ADVERTISING 


115 


The  mutual  interests  of  this  institution  and  its  customers  are 
protected  by  the  co-operation  of  oflicers,  directors  and  employes, 
who  are  at  once  a  check  and  a  help  to  each  other. 

One  of  the  great  elements  of  strength  in  a  corporation  like  this 
lies  in  the  fact  that  the  "collective  integrity"  of  its  board  of  direct- 
ors provides  a  system  of  checks  and  balances  which  make  anything 
but  the  strictest  honesty  an  impossibility. 

To  most  business  men  there  come  times  of  uncertainty — days 
when  they  are  not  quite  sure  which  way  to  turn  or  what  step  to  take. 
It  is  at  such  times  that  the  help  of  a  good  bank  is  most  appreci- 
ated. 

The  individual  executor  may  be  inexperienced;  he  may  prove 
incompetent  or  dishonest;  he  may  be  burdened  with  other  duties; 
he  may  be  absent  when  his  presence  is  most  needed;  he  may  meet 
with  an  accident,  become  ill  or  mentally  unbalanced;  he  will  surely 
die,  possibly  soon. 

In  investments,  loans,  expenditures  we  take  no  chances.  Our  im- 
portant steps  are  taken  only  as  the  result  of  careful  deliberation 
on  the  part  of  as  sound,  sane  and  conservative  a  board  of  directors 
as  is  to  be  found  anywhere. 

Although  an  individual  trustee  is  required  to  give  bond,  the 
maker  of  the  bond  may  die  or  become  financially  irresponsible. 

The  combined  experience  of  specialists  gives  this  company  a  vast 
amount  of  efficiency  in  the  handling  of  all  matters  of  trust. 

The  united  ability  and  experience  of  such  a  group  of  men  as 
the  officers  and  directors  of  this  company  is  at  your  disposal  whep 
you  entrust  any  of  your  interests  to  our  care. 

Errors  of  judgment  are  not  at  all  likely  to  occur  when  any 
course  is  taken  as  the  result  of  the  combined  discretion  of  a  large 
number  of  experienced  men  of  recognized  standing  in  financial  and 
commercial  circles. 

Besides  having  the  brains,  experience,  integrity  and  financial  re- 
sponsibility fitting  us  for  the  performance  of  the  work  entrusted 
to  us,  this  company  uses  the  most  scientific  methods  of  accounting 
and  the  best  equipment  for  the  quick  and  accurate  handling  of 
business. 


U6     2000  l^OINTS  FOR  FINANCIAL  ADVERTISING 

Government  bonds  are  safe,  but  they  pay  only  about  2  per  cent. 
The  certificate  of  deposit  of  this  company  is  as  safe  as  a  govern- 
ment security  and  pays  a  third  more  interest. 

Send  us  your  name  and  address  on  a  postal  card  and  we  will 
give  you  interesting  details  concerning  this  safe,  convenient  and 
profitable  plan  of  banking  by  mail. 

Your  money  invested  in  the  certificates  of  deposit  of  this  com- 
pany is  secure  in  the  protection  afforded  by  large  financial  respon- 
sibility, the  strictest  State  examination  and  regulation,  and  the 
management  of  an  able,  experienced  and  upright  board  of  directors. 

Remember,  the  strength  of  this  company  is  five-fold — unques- 
tioned integrity,  proved  ability,  extensive  and  successful  experience, 
ample  resources  and  legal  safeguards. 

The  trust  company  is  a  more  flexible  institution  than  a  bank  be- 
cause it  has  agency  and  trustee  powers  which  National,  State  and 
savings  banks  lack. 

An  individual  is  subject  to  every  human  misfortune,  and  your  in- 
terests in  his  charge  are  imperiled  accordingly. 

Not  a  few  individuals  and  business  houses  in  this  community 
can  thank  us  for  timely  aid  and  counsel. 

This  trust  company  can  provide  you  with  letters  of  credit,  made 
payable  to  yourself  and  available  everywhere. 

A  LETTER  of  credit  is  one  of  the  greatest  conveniences  for  the 
traveler  abroad. 

In  banking  with  this  institution  you  enjoy  absolutely  confidential 
business  relations.  Our  clerks  have  been  so  carefully  trained  that 
you  can  be  sure  of  this. 

One  of  the  best  recommendations  for  a  trust  company  as  admin- 
istrator is  that  when  a  trained,  efficient  organization  like  that  of 
this  company  handles  an  estate  the  records  required  by  the  court 
are  sure  to  be  full,  exact  and  definite. 

Avoid  risks  by  committing  your  trust  to  this  strong  company, 
which  is  legally  empowered  to  act  as  trustee,  is  surrounded  by  every 
possible  safeguard,  has  had  wide  and  successful  experience,  and 
WHOSE  LIFE  IS  PERPETUAL. 


TRUST  COMPANY  ADVERTISING 


117 


It  costs  you  nothing  to  get  full  information  concerning  this  com- 
pany and  its  plan  to  handle  accounts  by  mail,  but  it  may  mean  a 
great  deal  to  you  to  have  this  information  at  hand. 

Where  an  estate  is  controlled  by  a  corporation  like  the  trust 
company  the  greatest  advantage  may  be  gained  from  the  fact  that 
this  company  is  in  a  position  to  make  temporary  cash  advances  and 
avoid  sacrifices  on  the  part  of  the  estate. 

It  is  sometimes  more  profitable  to  deposit  money  here  and  let  it 
draw  interest  on  a  certificate  of  deposit  than  to  buy  a  mortgage 
because  the  delay  in  making  mortgage  loans  and  the  consequent 
loss  of  interest,  time  and  effort,  lessens  the  earning  capacity  of  such 
investments.  « 

Among  the  factors  of  strength  back  of  our  certificates  of  de- 
posit are  these :  Resources  largely  in  A  No.  1  real  estate  mortgages. 
Strict  State  supervision,  and  the  management  of  directors  and  offi- 
cers who  are  men  of  probity,  ability  and  experience. 

A  FULLY  equipped  trust  company  has  superior  facilities  for  find- 
ing investments,  for  judging  of  their  value,  for  keeping  constantly 
advised  as  to  changes  that  affect  them,  for  maintaining  custody  of 
them,  and,  for  disposing  of  them. 

Banks  and  trust  companies  throughout  the  United  States  arc 
now  carrying  many  thousands  of  banking  by  mail  accounts,  the 
total  amount  of  which  is  up  in  the  millions. 

Few  individuals  who  are  available  have  wide  experience  in  the 
handling  of  estates  or  the  investment  of  funds. 

Skill,  talent,  experience — these  all  have  a  very  important  bear- 
ing as  applied  to  the  service  of  a  trust  company.  The  right  kind 
of  ability  for  the  work  of  an  executor  or  administrator  may  mean 
a  difference  of  many  thousands  of  dollars  to  an  estate. 

In  the  past  year  this  trust  company  has  earned  for  beneficiaries 
on  all  investments  made  by  us  an  average  of  —  per  cent,  above 
taxes,  commissions  and  all  legal  expenses. 

This  company  is  the  best  executor  and  trustee,  either  individual 
or  corporate,  that  could  be  selected.  Whatever  a  man  may  think 
about  speculating  with  his  own  funds,  he  does  not  wish  any  specu- 
lation in  the  management  of  his  estate. 


118     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Good  mortgages  are  what  every  conservative  person  should  wish 
his  trustees  to  put  his  money  into,  and  that  is  what  this  company 
does  with  the  trust  funds  in  its  keeping. 

With  a  checking  account  in  this  institution  you  have  such  ad- 
vantages as  these: 

Your  payments  are  systematized. 

Loss  of  money  by  theft  or  carelessness  is  prevented. 

You  always  have  the  right  change. 

Each  check  shows  date,  amount  and  payee. 

In  short,  paying  by  check  you  have  the  satisfaction  of  using  a 
modern  business  method. 

Checks  are  clean,  convenient  and  safe.  By  using  them  you  have 
the  free  assistance  of  the  bank  in  your  bookkeeping. 

Merchants  prefer  to  have  their  customers  pay  with  checks. 

Moreover,  it  adds  to  your  business  prestige  and  social  standing 
to  settle  accounts  with  checks  drawn  on  a  STRONG  trust  company 
like  this. 

Among  the  duties  of  an  executor  or  administrator  arc: 

To  secure  the  assets  of  the  decedent  and  to  preserve  them  for 
the  benefit  of  the  heirs. 

To  protect  and  pay  creditors  and  to  distribute  the  property  as 
the  will  directs  or  as  the  law  provides. 

Thus  the  administrator  or  executor  is  both  the  representative  of 
the  deceased  and  the  agent  for  the  living — a  position  of  the  most 
sacred  trust  and  confidence. 

A  trust  company  is  best  fitted  to  perform  such  duties  with  intel- 
ligence, economy  and  fidelity  because  it  is  absolutely  unbiased  by 
any  personal  considerations  and  does  its  work  with  the  combined 
training,  ability  and  honesty  of  a  number  of  men  of  proven  char- 
acter and  successful  business  experience  and  is  surrounded  by  thp 
strongest  legal  safeguards. 


TRUST   COMPANY   ADVERTISING 


119 


As  an  agent  this  company  can — 

Invest  money  for  other  persons  and  corporations. 

Manage  their  property,  real  and  personal. 

Collect  income  and  interest,  pay  taxes  or  other  obligations. 

Manage  estates,  collect  rents,  insure  property,  draw  deeds. 

Take  charge  of  mortgages,  or  other  investments. 

Collect  dividends,  coupons,  notes,  bonds  or  other  obligations. 

Execute  all  escrow  agreements. 

As  guardian  this  company  may — 

Care  for  the  estate  of  a  minor  or  an  incapacitated  person. 

Act  as  trustee,  agent  or  attorney. 

Act  as  receiver,  assignee,  advisor. 

Our  business  is  handled  confidentially.  We  divulge  no  informa- 
tion except  to  those  entitled  to  it. 

Our  ability,  experience  and  organization  enable  us  to  handle  all 
matters  with  the  maximum  of  efficiency  and  the  minimum  of  expense. 

Some  other  points  worthy  of  consideration  are  the  following: 

Personnel  of  management;  capital,  surplus  and  reserve;  di- 
rectors  that  direct;  carefulness  in  loans  and  investments;  btate 
supervision;  registry  of  bonds  and  stocks;  transfer  and  fiscal  agent; 
personal  supervision  by  officers;  investment  department,  bonds,  etc., 
for  trust  funds;  handling  real  estate,  paying  and  collecting  rent; 
paying  taxes,  insurance,  etc. 

Auditing  and  regular  examinations;  employes  handling  securities 
are  bonded;  modern  and  complete  office  equipment;  free  advice  ot 
officers;  making  and  carrying  out  provisions  of  wills;  promptness, 
fidelity  courtesy;  collections  on  all  points  promptly  and  cheaply 
made;  quality  of  assets,  doubtful  paper  charged  off;  interest  on 
time  deposits  and  checking  accounts;  executor,  administrator,  trus- 
tee, guardian,  assignee,  receiver;  interest  on  daily  balances. 


i 


120     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Trustee  under  mortgage  securing  bonds;  making  loans  to  depos- 
itors; banking  by  mail;  handling  conservative  and  meritorious  con- 
struction enterprises. 

Agent  and  attorney  in  fact  of  inexperienced  persons  and  of  be- 
nevolent and  religious  institutions  and  orders;  agent  and  attorney 
for  non-residents;  depository  for  fiduciary  officers;  liberality,  ac- 
curacy, stability;  comparative  statement  of  growth  of  institution; 
send  for  free  booklet  giving  information  to  the  public;  legal  de- 
positary for  trust  funds;  discounting  business  notes;  safe  deposit 
department;  making  audits  for  corporations,  municipalities,  institu- 
tions and  individuals. 

As  much  attention  to  small  as  to  large  accounts ;  trust  funds  kept 
separate;  guaranteeing  real  estate  titles;  handling  fraternal  and 
secret  society  finances;  total  amount  of  interest  paid  in  history  of 
company ;  trust  company  does  not  die,  go  insane  or  otherwise  be- 
come incapacitated ;  other  advantages  of  corporation  over  an  indi- 
vidual ;  large  reserve  in  cash  on  hand  and  in  banks ;  clearing-house 
arrangements;  detailed  report  to  banking  department;  inquiries 
about  assets,  management  and  policy  welcome;  company  independ- 
ent of  control  of  any  single  interest. 

Depository  for  State,  city,  court  and  trust  funds ;  tell  all  about 
checks;  tell  about  physical  safety  (from  fire,  burglary,  etc.);  prop- 
erty m  escrow;  let  us  be  your  bookkeeper;  women's  department; 
checking  accounts  for  women  (convenience,  safety,  etc.) ;  distribut- 
ing incomes ;  investing  trust  funds  for  widows  and  orphans ;  inter- 
ested m  welfare  of  customers;  convenience  of  location  and  facili- 
ties in  banking  quarters;  correspondent  banks  and  collection  facil- 
ities; facts  about  industries  and  geographical  advantages  of  com- 
munity. 


CHAPTER    IV 

Safe  Deposit  Advertising 

You  should  keep  your  will  in  a  safe  deposit  vault. 

You  should  keep  your  fire  insurance  policy  where  you  can  get 
it  "after  the  fire." 

You  should  keep  the  deed  to  your  property  in  our  vault. 

You  should  keep  your  life  insurance  policy  where  your  family 
can  get  it  if  you  die. 

You  should  have  a  place  of  safe  storage  for  your  jewelry  or  val- 
uable heirlooms. 

If  you  own  a  bond  you  should  keep  it  in  a  safe  deposit  vault 
where  it  is  safe. 

You  should  store  your  silverware  in  our  storage  vault  when  you 
go  away  from  home. 

If  you  have  an  abstract  of  title,  or  in  fact  any  valuable  papers, 
you  should  insure  them  against  loss  by  renting  a  safe  deposit  box. 

Protection  is  not  expensive;  it  amounts  to  an  investment  that  is 
continually  paying  for  itself— the  peace  of  mind— the  sense  of  se- 
curity—that comes  from  having  one's  valuable  papers  lodged  ma 
fire  and  burglar  proof  vault  is  worth  many  times  the  cost  of  a  safe 
deposit  box. 

If  your  valuable  papers  and  other  precious  belongings  are  worth 
a  few  cents  a  day  to  you  there  should  not  be  a  moment's  hesitation 
in  placing  them  in  a  burglar  and  fireproof  vault. 

A  VAULT  in  our  Safe  Deposit  Department  can  be  rented  for  as 
little  as  $—  a  year.     It  might  be  worth  $5,000  to  you  some  day. 

Carelessness  causes  an  aggregate  of  loss  in  the  course  of  a  year 
fully  as  large  as  that  due  to  dishonesty. 

Safety  deposit  is  the  cheapest  and  best  insurance  for  valuables. 


122 


2000  POINTS  FOR  FINAxNCIAL  ADVERTISING 


Keep  your  important  papers  and  gems  and  jewelry  not  often 
|Lsed  m  a  safe  deposit  box  where  they  will  not  only  be  secure  from 
loss  by  carelessness  but  also  from  dishonesty  or  the  destructive  ele- 
ments  of  nature. 

You  will  be  greatly  interested  in  seeing  the  massive  construc- 
tion of  our  vault  the  ingenious  and  faultless  locks  of  the  vault  it- 
self and  the  individual  boxes,  and  all  the  arrangements  for  the 
comfort  and  convenience  of  users. 

At  this  vacation  season,  when  so  many  people  are  goinir  away 
from  home,  the  matter  of  the  safety  of  valuables  is  one  of  vital 
importance. 

The  safe  deposit  vault  is  the  community  strong  box.  In  our  vault 
are  private  boxes  for  the  safekeeping  of  papers  and  other  valu- 
ables of  small  size.  For  valuables  of  a  bulkier  nature  there  is  a 
large  storage  space. 

The  rental  charges  for  private  boxes  and  for  storage  space  are 
reasonable,  mit  of  all  proportion  in  fact,  to  the  great  amount  of 
protection  afforded  and  the  peace  of  mind  insured  by  the  use  of 
these  facilities. 

The  strongest  materials  and  the  most  scientific  skill  have  eonc 
into  the  making  of  our  fortress-like  vault,  which  is  proof  alike 
against  any  assault  that  evil-intentioned  men  or  the  forces  of  nature 
could  make  against  it. 

Nobody  but  you  or  somebody  authorized  bv  you  can  obtain  ac- 
cess to  your  papers  or  other  valuables  stored  in  one  of  the  pri- 
vate safes  or  boxes  in  our  strong  vault. 

For  a  merely  nominal  sum  you  can  have  the  use  of  security 
which  costs  a  large  sum  to  provide. 

It  would  be  sheer  folly  to  go  away  on  a  vacation  trip  and  shut 
up  silverware  and  other  valuables  in  vour  house. 

For  almost  nothing— less  than  a  cent  a  day— you  can  rent  ab- 
solute security  for  your  portable  valuables  in  our  safe  deposit  vault. 
Why  take  risks.'* 

The  co-operation  of  a  large  number  of  private  box-users  makes 
possible  this  great  vault,  which  is  absolutely  fire  and  burglar  proof. 


SAFE   DEPOSIT  ADVERTISING 


123 


Neither  fire  nor  burglary  insurance  can  compensate  you  for  the 
loss  of  things  you  value  for  other  considerations  than  their  intrinsic 
worth.  These  are  the  things  for  which  the  safe  deposit  vault  is 
the  best  insurance. 

The  small  rental  charge  for  a  box  in  our  great  safe  deposit  vault 
is  little  enough  to  pay  for  absolute  peace  of  mind  in  regard  to  the 
safety  of  your  important  papers  and  other  valuables. 

Neither  your  home  nor  your  office  is  the  proper  place  for  a  will, 
deeds,  marriage  certificate,  mortgages,  bonds,  stock  life  jns^rance 
policies  and  many  other  essentially  personal  valuables.  Put  them 
into  safe  deposit. 

When  you  go  away  from  home  your  valuables  ought  to  be  put 
where  thev  are  absolutely  safe,  and  your  private  papers  ought  to 
be  where  they  are  shielded  from  prying  eyes. 

The  vacation  period  is  the  time  of  all  times  when  you  should 
consider  the  wisdom  of  using  a  safe  deposit  box. 

You  need  a  safe  deposit  box  all  the  year  round,  but  especially 
during  this  vacation  time.  Come  and  see  how  little  it  costs  to  have 
absolute  protection  in  our  safe  deposit  vault. 

Keep  your  insurance  policies  where  they  will  be  secure.  Insur- 
ance companies  have  considerable  trouble  through  carelessness  of 
policy-holders  in  keeping  their  policies  in  insecure  places  where 
they  are  liable  to  be  destroyed  by  fire,  lost  or  misplaced. 

Better  be  safe  than  sorry.  An  ordinary  safe  at  your  home  or  in 
vour  office  is  a  standing  invitation  to  the  house-breaker. 

With  your  valuables  in  a  safe  deposit  box  you  can  have  peace  of 
mind  about  their  safety. 

Loss  is  out  of  the  question  when  your  valuables  arc  in  a  safe 
deposit  box  in  this  bank's  strong  vault. 

Whether  vou  feel  the  immediate  need  of  a  safe  deposit  box  or 
not,  come  in  anyway,  as  we  will  be  pleased  to  show  you  the  vault 
and  explain  the  'features  of  its  great  strength. 

Safety,  convenience,  economy— these  are  the  strong  points  of 
advantage  to  be  derived  from  the  use  of  a  private  safe  m  our  mas- 
sive safe  deposit  vault. 


■ 

i 


124      2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Our  vault  is  one  of  the  largest  and  strongest  possible.  It  is  of 
the  most  modern  type  and  construction.  Built  of  the  hardest  and 
thickest  steel,  it  is  drill-proof,  air  and  water  tight,  fire  and  burglar 
proof  and  is  guarded  day  and  night. 

One  great  advantage  of  the  safe  deposit  vault  is  that  in  keeping 
your  valuable  papers  right  here  in  the  heart  of  the  city  you  obviate 
the  trouble  and  risk  of  carrying  them  or  caring  for  them  in  your 
home  or  office. 

Another  great  benefit  of  the  use  of  safe  deposit  vaults  is  that 
when  your  valuables  are  thus  safely  locked  up  you  have  a  sense  of 
security,  a  peace  of  mind.     This  is  worth  a  great  deal  to  you. 

Surely  this  is  a  small  price  to  pay  for  peace  of  mind  and  actual 
protection  of  your  important  papers  and  other  valuables. 

Vastly  better  protection  to  valuables  is  afforded  by  the  massive 
safe  deposit  vault  of  this  bank  than  practically  any  private  indi- 
vidual could  afford  to  have  exclusively  for  his  own  use. 

When  for  such  a  small  amount — an  infinitesimal  fraction  of  the 
property  protected — you  can  have  perfect  protection,  why  do  you 
run  any  risks  .^ 

A  SAFE  deposit  box  in  our  vault  is  the  best  place  for  you  to  keep 
securely  valuable  papers,  jewels  and  other  things  of  that  nature. 

Besides  the  actual  protection  of  your  valuables  there  is  another 
strong  argument  for  a  safe  deposit  box,  and  it  is  the  freedom  from 
worry,  the  peace  of  mind  which  will  be  yours. 

It  is  the  sheerest  folly  to  allow  bonds,  stock  certificates,  mort- 
gages, deeds,  cash,  jewels,  or  other  valuables  to  remain  a  moment 
unprotected  from  loss  by  fire,  thieves  or  carelessness  when  for  an 
extremely  small  expenditure  you  can  insure  their  safety  absolutely. 

You  can  rent  a  safe  deposit  box  in  our  impregnable,  fire,  burg- 
lar, mob-proof  vault  for  as  little  as  $5  a  year. 

We  have  a  thorouglily  burglar  proof  and  fireproof  vault,  where 
safe  deposit  boxes  or  private  safes  can  be  rented  at  a  low  rate. 

With  a  large  number  of  individuals  co-operating,  the  safe  deposit 
vault  of  this  bank  is  made  possible — a  place  of  perfect  security  at 
moderate  cost. 


SAFE  DEPOSIT  ADVERTISING 


125 


Many  details  of  safety  make  our  vault  one  of  the  most  secure 
places  in  this  part  of  the  State. 

Our  great  vault  provides  a  place  of  perfect  security  and  renders 
the  care  and  anxiety  of  watching  and  guarding  valuables  unneces- 
sary. 

Can  you  afford  to  take  chances  on  the  safety  of  your  valuable 
papers  when  you  can  have  absolute  safety  for  them  in  our  safe  de- 
posit vault  for  only  $5  a  year? 

If  you  lose  an  insurance  policy  it  will  cost  you  considerable  trou- 
ble and  expense  to  get  a  duplicate. 

In  a  safe  deposit  vault  like  ours  your  policy  will  be  preserved 
intact  and  you  will  never  have  to  go  to  the  expense  of  advertising 
a  lost  policy  or  executing  a  bond  in  double  the  amount  of  the  face 
of  the  policy  before  getting  a  duplicate  issued. 

In  regard  to  thieves  and  burglars  there  is  no  doubt  at  all  that  a 
safe  deposit  box  is  the  cheapest  insurance  in  the  world. 

Don't  keep  money  or  valuables  around  your  house  office,  or  on 
your  person.  It's  dangerous.  Rent  a  box  in  our  Gibraltar-like 
Vault  for  the  safe  keeping  of  your  valuables. 

What  might  the  loss  of  one  of  those  papers  means  to  you  and 
how  little  it  costs  to  prevent  the  possibility  of  loss ! 

When  such  security  as  our  wonderful  vault  affords  can  be  had 
so  cheaply  is  it  not  the  height  of  folly  to  take  chances  and  carry 
your  own  risk? 

The  safe  deposit  vault  has  been  apUy  called  "the  community 
strong  box." 

This  vault  is  made  of  several  layers  of  the  hardest  kind  of  steel. 
It  is  put  together  by  a  process  which  makes  it  impervious  to  any 
attack  that  could  be  made  upon  it.     The  locks  are  perfect. 

You  can  have  absolute  safety  for  your  important  papers  and 
other  valuables  for  less  than  a  cent  a  day. 

You  will  be  interested  in  seeing  what  massive  construction  and 
great  ingenuity  have  done  to  create  an  absolutely  safe  place  tor 
valuables. 


126     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

The  convenience  o£  having  your  securities,  mortgages,  bank- 
books, insurance  policies  and  other  valuable  papers  right  here  in 
the  business  heart  of  the  city  is  one  of  the  greatest  advantages 
of  using  our  safe  deposit  vault. 

With  a  safe  deposit  box  you  need  never  worry  about  the  secur- 
ity of  your  valuables. 

Visit  our  vault.  We  will  be  glad  to  show  you  the  details  whether 
you  have  any  immediate  use  for  a  box  or  not.  Come  anyway  and 
see  what  a  lot  of  security  you  can  get  for  $5  a  year. 

It  is  impossible  for  a  private  individual  to  have  a  safe  deposit 
vault  as  secure  and  complete  as  that  of  this  bank  for  the  simple 
reason  that  that  vault  cost  more  than  the  average  individual's  en- 
tire property  is  worth. 

You  avoid  the  necessity  of  carrying  important  papers  to  and 
from  your  residence  and  do  away  with  the  possibility  of  loss  by 
carelessness,  fire  or  theft. 

It  takes  two  keys  to  open  a  box  in  our  safe  deposit  vault.  One 
is  the  master  key,  which  we  retain.  It  only  half  unlocks  the  boxes. 
The  other  is  held  by  the  renter  of  the  box,  and  cannot  operate  the 
lock  until  our  key  has  been  used. 

It  means  something  to  you  to  be  entirely  free  from  anxiety  about 
the  safety  of  your  property.  It  is  worth  a  good  deal  to  be  able 
to  dismiss  from  your  mind  all  worry  about  the  security  of  your 
important  papers  and  other  precious  things. 

The  actual  protection  of  your  valuables — the  guarding  of  them 
from  loss  or  destruction— is  not  the  only  benefit  you  enjoy  when 
you  use  a  safe  deposit  box  in  our  Gibraltar-like  vaults. 

Rental  price  is  from  $5  to  $15  a  year  according  to  the  size  of 
tlie  box.  Come  in  and  let  us  show  you  the  vault.  It  is  an  inter- 
esting sight  and  you  will  be  welcome,  whether  you  rent  a  box  or  not. 

Why  not  insure  both  the  safety  of  your  belongings  and  your 
own  peace  of  mind  by  renting  a  box  in  our  safe  deposit  and  stor- 
age vaults— one  of  the  strongest  in  this  part  of  the  State  .> 

Our  vault  is  in  a  comparatively  low  building  so  that  in  case  of 
a  fire  there  would  be  no  skyscraper  to  topple  down  on  it  and  pre- 
vent your  getting  at  your  valuables  quickly. 


SAFE  DEPOSIT  ADVERTISING 


127 


Among  the  articles  we  can  guard  for  you  in  our  great  safe  de- 
posit vault  are  these: 

For  individuals — Court  decrees;  jewelry;  old  coins;  deeds;  mort- 
gages ;  trust  deeds ;  receipts ;  cancelled  checks  and  notes ;  heirlooms ; 
fire  insurance  policies;  life  insurance  policies;  accident  insurance 
policies;  memorandum  books;  diaries;  household  inventories;  con- 
tracts; rare  books;  deposit , books ;  notes;  wills;  sketches;  drawings; 
blue  prints;  stocks;  bonds;  leases;  abstracts;  photographs;  pension 
papers;  naturalization  papers. 

For  merchants — Mortgages;  contracts;  paid  invoices;  cancelled 
checks  and  notes;  fire  insurance  policies;  inventories;  cash  books; 
ledgers ;  notes ;  stocks ;  bonds ;  leases ;  partnership  agreements. 

For  lodges — Rituals;  charter;  seal;  bonds;  stocks;  notes;  record 
books;  receipts;  fire  insurance  policies;  leases. 

May  be  placed  in  storage— furs ;  jewelry;  silver;  rare  china;  cut 
glass;  costly  laces  and  silks;  paraphernalia;  rare  paintings. 


'  1 


CHAPTER    V 


Investment  Advertising 

It  is  the  lesson  of  experience  to  realize  that  the  more  you  elim- 
inate chance  from  your  investments  the  better  off  you  will  be  in  the 
long  run. 

Our  mortgages  are  a  splendid  example  of  a  conservative  invest- 
ment From  them  you  get  not  only  a  good  return  on  your  money, 
but  what  is  more  important,  absolute  safety. 

Your  peace  of  mind  is  to  a  great  extent  dependent  upon  the 
safety  of  your  capital. 

Any  time  you  have  money  is  the  time  to  buy  our  mortgages. 

There  is  no  class  of  investors  which  would  not  find  it  beneficial 
to  have  at  least  some  money  in  our  mortgages. 

Do  not  gain  experience  at  the  cost  of  a  depleted  capital.  If  you 
buy  our  mortgages  you  eliminate  the  consequences  of  mistakes  or 
changing  conditions  in  connection  with  your  investments. 

Some  people  can  afford  to  speculate  just  as  they  can  afford  a 
yacht  or  an  opera  box.  Speculation  is  a  luxury.  Is  it  one  you 
can  afford.^ 

Put  at  least  some  of  your  money  in  our  mortgages  and  know  the 
comfort  of  an  investment  from  which  risk  is  eliminated. 

Our  mortgages  would  be  a  good  investment  for  your  money  or 
for  trust  funds  in  your  care. 

Our  mortgages  make  investing  an  exact  science  as  far  as  you 
are  concerned. 

There  is  one  sure  way  to  make  money  and  that  is  to  save  your 
income.  It  does  not  help  much,  however,  if  you  save  your  income 
and  lose  your  principal.  You  can  be  sure  of  both  principal  and  in- 
come if  you  invest  in  good  mortgages. 

It  is  true  generally  that  the  greatest  financial  risks  are  taken  by 
those  who  can  least  afford  a  loss. 

«  129 


I 


130      2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Our  mortgages  are  beyond  the  reach  of  disturbing  influences. 
Their  principal  is  absolutely  safe  and  the  income — paid  on  the  day 
due — is  higher  than  any  other  tax  free,  gilt-edge  security.  They 
are  investments  you  can  safely  make  and  recommend  to  your 
friends. 

Follow  the  example  of  successful  financiers  and  invest  at  least 
some  of  your  money  where  it  is  absolutely  safe. 

Don't  forget  that  a  large  return  for  a  short  time,  spent  as  it 
comes  in,  is  a  poor  consolation  when  the  principal  is  beyond  recalL 

The  more  you  have  invested  in  our  mortgages  the  more  you  can 
be  sure  is  safe  and  the  income  will  be  larger  than  from  any  other 
investment  equally  safe. 

If  you  advise  the  purchase  of  our  mortgages  there  is  no  possi- 
bility that  you  will  have  to  apologize  for  your  advice.  There  can 
be  no  loss  of  principal  and  the  income  is  paid  the  day  it  is  due. 

How  often  have  you  wished  to  get  out  of  some  investment  with- 
out a  loss.^  There  is  no  speculation  in  our  mortgages.  You  always 
get  what  you  expect. 

Those  who  wish  to  use  your  money  for  their  speculation  will 
promise  nearly  everything  you  demand. 

Don't  buy  anything  that  promises  you  more  than  a  fair  and 
reasonable  return.  Be  suspicious  of  investments  which  promise  too 
much. 

Make  your  money  work  for  you,  but  do  not  set  it  a  dangerous 
task.  Do  not  try  to  make  it  bring  more  than  it  can  earn,  for  then 
you  are  putting  it  in  such  peril  that  it  may  be  lost.  Neither  let  it 
be  idle  because  being  unemployed  it  will  waste  away. 

There  is  no  end  of  investments  that  you  ought  to  make.  Yon 
can  find  out  what  they  are,  at  your  expense,  by  trying  them  one  at 
a  time.     Your  final  decision  will  be  to  let  speculation  alone. 

If  you  make  an  unfortunate  investment  you  have  bought  expe- 
rience, and  it  has  cost  the  amount  of  your  loss. 

If  you  make  investments  only  occasionally  you  cannot  afford  to 
make  mistakes  as  one  unfortunate  experience  may  cause  the  loss 
of  a  large  proportion  of  your  capital. 


INVESTMENT  ADVERTISING 


131 


Are  you  one  of  those  people  who  will  have  to  die  at  the  "right 
time"  so  that  your  family  will  not  be  left  in  poverty.?  In  other 
words,  are  you  taking  such  risks  with  your  money  that  your  experi- 
ence and  management  are  necessary  to  keep  it  safe.? 

If  you  own  good  mortgages  and  tell  your  family  about  them  yon 
may  be  doing  that  which  will  keep  them  from  want  after  you  are 
gone.  They  are  safe  investments  for  you  and  will  be  safe  for 
them. 

When  you  choose  investments  you  undoubtedly  have  in  mind  that 
your  experience  and  management  add  to  their  safety.  But  if  some- 
thing happened  to  you  would  they  be  safe  investments  under  the 
management  of  your  wife? 

Many  people  buy  our  mortgages  because  as  they  put  it  they  "can 
no  longer  afford  to  take  chances."  They  had  their  lesson — what 
is  more — profited  by  it. 

No  responsibility  is  required  to  make  a  promise,  but  sometimes 
considerable  responsibility  is  required  to  fulfill  one. 

Have  you  not  made  investments  that  seemed  attractive  at  first, 
but  did  not  turn  out  as  well  as  you  expected?  Every  time  you  buy 
a  good  first  mortgage  you  protect  yourself  against  just  such  disap- 
pointments, usually  another  name  for  losses. 

In  good  times  and  bad  our  mortgages  appeal  to  such  investors 
as  deem  the  safety  of  principal  of  supreme  importance. 

We  specialize  in  bonds  of  the  highest  grade,  suitable  for  Nation- 
al, State  and  savings  banks,  estates  and  individuals. 

With  the  opening  of  the  New  Year  you  usually  consider  most 
carefully  how  to  invest  your  surplus  money.  It  is  hard  to  find  a 
small  investment  that  will  pay  a  good  rate  of  interest  and  yet  be 
safe. 

Through  our  experience  and  careful  investigation  by  experts  we 
are  able  to  offer  you  the  service  that  is  needed  by  every  investor,  and 
are  at  all  times  glad  to  furnish  investors  with  any  information  they 
may  desire. 

Our  mortgage  certificates  are  mortgages  in  safety  and  bonds  in 
convenience.     They  are  the  latest  development  in  mortgage  lending. 


l,«r' 


I 


132     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

Ip  you  have  funds  to  invest  at  once,  or  if  you  wish  to  lay  aside 
a  few  dollars  each  year  to  create  definite  capital  for  a  certain  time, 
let  us  tell  you  about  our  bonds^  and  the  business  upon  which  they 
are  based. 

There  may  be  safe  investments  that  pay  more  than  5  per  cent., 
but  it  means  a  good  deal  to  you  to  have  your  money  earn  as  much 
as  that  without  causing  you  any  care  or  worry. 

This  tremendous,  resistless  advance  in  values  supplies  at  once 
the  two  essentials  of  the  ideal  investment — sound  security  and  dem- 
onstrated earning  power. 

We  act  as  the  purchaser's  representative  and  secure  for  him  those 
investment  securities  best  suited  to  his  particular  needs. 

These  securities  combine  the  attractive  investment  features  of 
dependable  security — substantial  income — marketability — scientific 
distribution  of  funds — and  the  maximum  of  convenience.   , 

The  wise  investment  of  money  is  not  simply  a  question  of  safety; 
nor,  on  the  other  hand,  is  it  merely  a  matter  of  income.  It  is  in 
reality  a  combination  of  the  two. 

Our  service  is  more  than  just  simply  buying  and  selling  bonds. 
We  rigidly  investigate  every  bond  issue  that  we  buy,  in  order  to 
assure  ourselves  of  the  safety  of  the  security  that  we  offer  to  you. 

Which  counts  most — The  comfort  of  knowing  that  your  funds 
are  safely  and  wisely  invested,  or  the  anxiety  of  hazarding  the 
savings  of  years  in  the  futile  search  of  a  short  cut  to  fortune.^ 

Every  bond  we  offer  for  sale  has  been  purchased  outright  by  us. 
Every  bond  we  own  has  withstood  the  most  exacting  reliability  tests 
that  our  organization  of  specialists  knows  how  to  apply. 

Why  lose  income  by  your  delay  in  purchase  of  securities?  If 
undecided  why  not  get  the  opinion  of  those  whose  business  it  is  to 
know  about  securities.^ 

We  have  at  all  times  investment  bonds  of  the  soundest  type.  It 
will  pay  you  well  to  investigate  our  standing  and  then  become  ac- 
quainted with  us  personally. 

This  is  a  conservative  and  safe  investment  you  should  be  familiar 
with  now. 


INVESTMENT  ADVERTISING 


133 


Our  bond  offerings  are  of  unquestionable  quality  and  the  yields 
afforded  are  as  high  as  can  be  had  without  risk. 

If  you  have  money  to  invest — no  matter  how  large  or  small  may 
be  the  amount — and  feel  the  need  of  prudent  advice,  we  shall  be 
glad  to  give  you  the  benefit  of  our  experience  in  the  investment 
banking  business. 

What  you  do  with  your  surplus  is  no  less  important  than  the 
accumulating  of  it.  Wrongly  invested^  it  may  be  of  more  harm 
than  benefit  to  you. 

Conservative  investors  realize  the  necessity  of  investing  only  in 
securities  recommended  by  reliable  and  experienced  banking  firms. 

No  purchaser  has  ever  lost  a  dollar  of  principal  or  interest  on  a 
mortgage  purchased  of  us. 

The  actual  cash  investment  in  the  property  back  of  this  invest- 
ment is  nearly  two  and  a  half  times  the  outstanding  bonds. 

Solid  security,  substantial  income,  marketability^  diversity  and 
convenient  form — a  model  investment. 

Investors  lose  interest  waiting  to  find  a  mortgage  that  exactly 
suits  in  amount  and  location — also  while  the  title  is  being  searched. 

In  making  investments  not  only  the  tangible  property  and  the 
earnings  of  the  companies  behind  bond  issues  must  be  considered^ 
but  the  future  growth  of  the  territory  in  which  these  companies 
operate,  must  be  assured. 

While  safety  should  be  the  fundamental  consideration,  it  can 
be  carried  to  such  an  extreme  as  to  unnecessarily  limit  the  earning 
power  of  the  invested  capital. 

Just  now  the  shareholders  in  many  corporations  are  worried 
about  their  future  dividends  and  anxious  over  the  great  declines  in 
the  quoted  values  of  their  stocks.  But  bondholders  are  as  serene 
as  ever.  Their  holdings  have  fallen  but  little  in  price  and  the  cou- 
pons are  being  paid  like  clockwork. 

In  the  purchase  of  bonds  for  investment  it  is  essential  that  the 
investor  either  look  very  carefully  into  the  security  of  the  bond  or 
rely  on  the  judgment  and  reputation  of  the  banking  house  making 
such  an  offering. 


1S4     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

When  you  are  ready  to  be  free  from  the  anxiety  of  stocks  and 
variable  dividends  let  us  hear  from  you.  We  will  tell  you  about 
bonds  that  are  safe  and  interest  that  is  certain. 

No  difference  how  much  you  may  have  to  invest — first,  be  as- 
sured that  your  funds  are  permanently  safe. 

A  GOOD  many  investors  overlook  the  importance  of  the  service 
which  a  careful  and  conservative  investment  organization  is  able  to 
render  them. 

The  holder  of  a  bond  is  protected  by  an  absolute  lien  on  perma- 
nent assets  worth  much  more  than  the  amount  of  the  loan. 

^_^     The  one  huge  fortune-builder  that  dwarfs  all  other  sources  of 
wealth  is  real  estate. 

Next  to  Federal,  State  and  Municipal  securities,  which  yield  a 
low  income  and  are  limited  in  amount,  the  bonds  of  corporations 
supplying  public  necessities  afford  the  safest  investments. 

The  certainty  of  a  moderate,  but  sure,  income  is  much  better 
than  the  possibility  of  greater  returns  with  the  probability  of  loss 
of  the  entire  principal. 

Principal  and  interest  thoroughly  secured  by  best  class  of  im- 
proved, income-producing  real  estate.     Tax  exempt  in  this  State. 

If  you  have  $100,  or  $1,000,  or  more,  it  is  imperative  to  find  for 
it  the  best  possible  employment  consistent  with  safety.  If  you  de- 
sire to  create  capital  from  surplus  income  you  must  invest  system- 
atically and  safely. 

^  If  you  have  only  a  modest  fund,  by  all  means  be  satisfied  with 
the  safety  of  a  good,  strong  mortgage  or  bond,  which  is  certain  at 
all  times  to  be  worth  its  original  cost  to  you. 

Far  too  many  people,  for  the  sake  of  one  or  two  per  cent,  of 
interest  more  than  is  commensurate  with  safety,  place  their  entire 
principal  at  hazard. 

'     We  investigate  minutely  and  buy  outright  the  bonds  we  offer. 
We  can,  therefore,  honestly  recommend  them  to  you. 

So  many  investors  hold  seasoned  railroad  bonds  that  a  broad 
market  has  been  established,  assuring  a  ready  sale  at  any  time. 


INVESTMENT  ADVERTISING 


185 


^ 


We  believe  that  our  bonds  are  as  marketable  as  the  average 
listed  issue.  Under  normal  conditions,  we  have  always  been  able 
to  furnish  our  clients  a  satisfactory  market  for  our  securities. 

It  is  always  wise  to  purchase  through  responsible  dealers  who 
have  proper  facilities  for  expert  investigation,  successful  experi- 
ence upon  which  to  base  their  judgment,  and  a  reputation  to  main- 
tain for  reliable  recommendations. 

A  GOOD  bond  is  the  safest  form  of  investment  and  is  absolutely 
non-speculative. 

There  are  securities  which  sell  at  prices  much  above  their  real 
value  because  everybody  knows  them  to  be  good  and  investors  who 
do  not  want  to  take  the  trouble  to  investigate  are  willing  to  pay 
extra  for  them. 

It  is  better  to  go  to  experienced  investment  brokers  and  get 
advice.     You  can  make  more  and  still  be  perfectly  safe. 

y  Owning  a  bond,  you  own  actual  property.  For  convenience  a 
trustee  holds  the  title,  but  it  is  held  for  you.  The  corporation 
issuing  the  bond  must  pay  the  interest  and  repay  the  principal,  or 
the  mortgage  guaranteeing  the  bond  is  foreclosed  and  the  property 
passes  to  the  bondholder. 

In  choosing  bonds  you  need  the  advice  of  experts.  Our  knowl- 
edge and  experience  along  this  line  are  at  your  command. 

We  have  some  very  good  bond  offerings  at  present. 

Well  chosen  bonds  are  secured  by  property  guaranteeing  your 
investment,  dollar  for  dollar,  and  interest  beside. 

Every  wise  investor  will  place  at  least  a  portion  of  his  surplus 
in  a  safe,  non-speculative  investment  of  this  character. 

Trustees,  guardians,  executors,  administrators — those  having 
charge  of  trust  funds,  have  special  reason  to  exercise  the  utmost 
discretion  in  choosing  investments. 

An  important  thing  to  be  considered  in  choosing  an  investment 
is  the  readiness  with  which  you  can  get  back  your  principal  when 
you  want  it.  There  are  times  when  you  need  ready  cash.  Indeed, 
to  have  all  your  funds  "slow  assets"  might  mean  disaster  some 
times. 


136     2000  POINTS  FOR  FINANCIAL  ADVERTISING 

A  wisB  choice  of  investments  cannot  usually  be  made  entirely 
upon  your  own  judgment.  When  it  comes  to  placing  out  your  own 
money  or  funds  left  in  your  charge  to  earn  an  income^  it  pays  to 
get  the  best  advice. 

A  SINGLE  poor  investment  may  cause  you  more  loss  than  you 
gain  by  a  dozen  good  ones. 


Hi 


PUBLICATIONS  FOR 

BANKERS. 


'J^HE  BANKERS  PUBLISHING  COMPANY  is  head- 
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MODERN  BANKING  METHODS. 

By  A.  R.  Barrett,  C.P.A.,  formerly  bank  expert  for  United  States  Treasury 
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This  book  contains  the  latest  and  best  information  in  regard  to  the  organi- 
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By  T.  D.  MacGregor.  A  practical  handbook  on  bank,  trust  company,  safe 
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2000    POINTS    FOR    FINANCIAL    ADVERTISING. 

By    T.    D.    MacGregor.      137    pages,    illustrated,    cloth   bound fl.SO 

THE    BANKERS    DIRECTORY. 

Revised  to  date,  and  issued  twice  a  year.     Per  volume M>00 

Contains  lists  of  Banks  and  Bankers  in  the  United  States,  Commercial  and 
Banking  Laws  of  each  State,  a  list  of  reliable  Bank  Attorneys,  towns  having  no 
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bound  in  red  cloth.     Over  1500   pages,  octavo.     Marginal  Index.      (f7.00  a  year.) 


THE  BANKERS  MAGAZINE. 

EDITORIAL   COMMENT.  ^r^onetarv     and     banking     topics   of    general 

Full    and    unbiased    treatment    of   monetary     ana 
mterrst    to  the    banker   and  financial  student. 
^^^I^l^a^dTif  ;inkers  and  others  dealing  with  matters  directly  or  collateraUr 

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BANIONG    AND   COMMERCIAL  J-^W.  ^^       ^^  ^^^  and  banking 

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''"*?"c.1J'on\';?^p°artmen..  of  bank  work,  contributed  by  active  bank  men: 
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Advertising  Preparation 

I  SERVICE 

For  Banks,  Investment  and  Real  Estate  Dealers 

Omcers  of  banks,  trust  companies  or  real  e«^te  oMnvestment^con- 
cems.  who  are  interested  in  advert^ising  ana  a  P.^^^  preparation 
tion  to  receive  the  highest  kind  of  ^^^^^^^  ^^  ^^nd  for  interesting 
service  at  a  moderate  cost^^^^heolan  under  which  the  Publicity 
printed  matter  which  describes  the  plan  unae  ggcurlng  satisfac- 
r>epartmenc  of  the  Bankers  Publishing  Compa^^^^^  aifferent  parts 
tory  results  for  a  number  of  fi„anc^ialjnstu^^^^^  ^^  ^ 
of  the  country  This  ^department^s  ^^^^^^^  ^^^  „^^^^  p^^  ^^  ^^ 
MacGregor.    author   of      Pi«»n^"5    ^our   ^                       ^^^^   advertising    in 

Financial  Advertising.  ^^/^^"^h^rhr  Siegfried  Co.,  New  York,  a 
newspapers  and  magazines   through     rheSlegrneai.o,  ^j^^^ 

?eco^i?ed  advertising  agency  specializing  ^^^  «^f "^^^^  .^^^jee  of  this 
kind"  J?i^e"rrurL-d%^.  ^"^L'^^llfi^lSSuo^n^^^ll/cost  you  nothing  but 
.ay' mean   -^^  ^^^^^^    I3EI>ARXMENT^^  ^^^^ 

The  Bankers  Publishing  Co,  253  l^adway 


II 


-_.«.pi«ii«i  ijupnj,.  11^ 


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Date  Due 

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3Apr'W 

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APR  2  0 1994 


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10.7  Mc  Gregor 


Two  thousand  points 


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